Why we believe the real story is not just flavour but foundations
A recent article in the media reported that Cadbury has decided to withdraw its Fruitier & Nuttier range after only two years on shelf – a range touted as “game‑changing” and HFSS‑compliant. This may appear at first glance to be a simple commercial failure, but for us at Lehmann Ingredients the story is far more instructive. It’s a vivid reminder that reformulation, health positioning, and label claims must be backed by ingredient performance, supply‑chain rigour and real consumer traction.
What Happened
- Cadbury launched a range positioned as HFSS‑friendly (high‑fat, salt and sugar) but reportedly achieved only 0.05 % of the company’s £2.4 billion value sales in 2024.
- Sales and availability dwindled, and by 2025 the product had been quietly removed.
- At the same time, the UK government has pledged to repeal major aspects of HFSS promotional restrictions and shift towards broader reporting and reformulation targets.
Why It Matters to Manufacturers & Ingredient Buyers
- Health positioning isn’t enough on its own — even if your product claims “better for you”, without standout formulation, sensory appeal and operational viability it may struggle.
- Regulation is shifting — The move away from promotional bans toward outcome‑based regulation means brands must be ready to respond with context specific ingredients, not just labels.
- Ingredient choice counts — As a supplier, we observe that fibres, starches and protein are more important than ever for maintaining taste, texture and shelf life in ‘healthier’ confections.
- Supply‑chain and label integrity — To make a ‘clean label’, you also need to deliver on transparency, sourcing and consumer perception.
Our Point of View
In a category where HFSS compliance and ‘better‑for‑you’ reformulation are increasingly on the hook, we believe ingredient selection must be viewed as a long‑term investment, not a short‑term fix.
Sensory experience to the consumer, process stability, shelf life, and clean‑label compatibility of ingredients will remain the foundations of formulations today and into the future.
Key Take‑aways for Formulators & Brands
- Don’t assume a health‑positioned product will automatically land commercially; formulation quality, consumer taste and marketing must align.
- Change is coming in regulation; be prepared with ingredients that are agile and adaptable rather than fads of the moment.
- Clean label isn’t just what you write on the pack; it’s how your product behaves, and how your supply chain stands up under scrutiny.