Dairy Milk, Mars bars and Kit Kats could be about to SHRINK in bid to tackle child obesity

Major chocolate brands, including Mars, Nestle and Cadbury, are currently in talks about making changes to their chocolate bars to meet government targets on reducing sugar. 

According to The Sunday Times, the move comes prior to Public Health England’s new rules to help child obesity.

Its reports are yet to be published, but the newspaper revealed the health watchdog wants manufactures to reduce sugar content in a range of products by 20 per cent, in time for 2020. 

It further asks the change is made in five per cent of foods in the first year. 

While re-sizing seems like an easy answer, companies are currently looking at reformulation, ingredient substitution and new technologies.

A Nestle spokesperson told Express.co.uk: “While re-sizing is an effective way to reduce sugar, calories and fat from confectionery, it is certainly not the only choice. 

“Recipe reformulation, ingredient substitution and the use of new technologies are all possibilities and with the right investment behind them, could deliver significant reductions. 

“Nestle is in the process of looking at all options and we are keeping in close contact with PHE while they establish their sugar reduction programme.” 

Just a few months ago, Nestle announced it was patenting research into reducing sugar. 

Express.co.uk has also contacted Cadbury and Mars for comment. 

This isn’t the first time chocolate bars have shrunk in size. 

Towards the end of last year, Toblerone angered consumers for shrinking its famous triangular chocolate chunks. 

It was believed by some that Brexit was to blame, but the manufacturers Mondelez International insisted it wasn’t. 

The company decided to widen the gap between the triangular pieces, thereby narrowing the amount of chocolate. 

It insisted the move was due to the rising cost of ingredients, which left it with the voice to either change the shape or increase price. 

Just last month, it was revealed Freddo could be increasing its price by 20 per cent. 

A spokesman from Mondelez, which owns Cadbury, said: “Increasing prices is always a last resort, but to ensure we can keep people’s favourite brands on shelf and look after the 4,500 people we employ in the UK and Ireland, we are having to make some selective price increases with our customers in the UK.” 

They added that it’s ultimately the retailer who sets the price you see on the shelf for Freddos.