Food and beverage giant Nestle is considering scrapping its Lion chocolate bar due to a change in consumer trends towards healthy eating, according to a report in The Times newspaper.

Sales are falling and the company, which also makes KitKat bars and other confectionery, is looking for a buyer for the factory in France where its Lion bars are made, the newspaper said.

Although no decision has been made by Swiss-based Nestle, The Times reported that Nestle said it must react to changing consumer trends by either revamping the product, or accepting that it no longer has the ingredients of a core brand and dropping it.

Lion chocolate bars contain caramel and rice krispies, and is distinctly marketed towards male consumers.