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Chocolate is about to become less of a guilty pleasure – well, if you’re buying Cadbury goodies, anyway.

The global confectionery giant has announced that it will stop making and selling chocolate bars containing more than 250 calories in the UK, in response to the Government’s anti-obesity drive.

The change will mean the end of its supersized ‘bar and a half’ products, while some of its more calorific treats will also see their waistlines trimmed.

The company, which is owned by US confectionary group Mondelez International, made its dietary declaration after the Department of Health updated its anti-obesity scheme with food companies, saying it wanted to help its consumers ‘snack mindfully’.

What’s surprising is that the scheme is completely voluntary and, with this move, Cadbury has demonstrated once again why it deserves to be one of the world’s most recognisable brands.

This is the move of a business that understands the value of leading the pack when it comes to social issues. By becoming the only food manufacturer (bar Mars) to commit to a 250-calorie limit, Cadbury has set itself apart from a plethora of competitors, including global giants Coca Cola, Kellogg’s and Danone, to position itself as a responsible confectioner.

As a result, it’s reaped the rewards when it comes to media attention, with headlines in today’s Guardian and Mail.

It will be interesting to see how far the company takes ownership of its promise to help people snack mindfully. It might mean the end of the bar and a half-sized Dairy Milk, but there is no pledge in place to reduce the size of seasonal products (such as Easter Eggs or Christmas selection boxes), multi-buys or the presence of family-sized, giant bars.

Nevertheless, it’s good to see a corporation voluntarily getting behind a national scheme, put in place for the good of its consumers. Here’s hoping that more brands follow suit – even if it does mean that a much-needed chocolate fix will never be the same again!