From May 2017, the UK’s bestselling white chocolate[1] – MILKYBAR – is set to get even milkier. Each MILKYBAR product will deliver the same great taste that consumers know and love but now with increased milk in the recipe, making it the brand’s No.1 ingredient.

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The percentage of milk in the new core range recipe will increase from 26% to 37.5%, and it will be used across the full product range of MILKYBAR bars, blocks, buttons and sharing bags.

 To communicate this fantastic news, Nestlé Confectionery will be running a £4m media campaign including TV, Outdoor and Social Media from 29th May until September. The campaign, which is aimed at parents, is expected to reach a huge 93% of the target audience.

 Not only that, MILKYBAR will benefit from a redesign of all packs to communicate that ‘Milk is now our No.1 ingredient’, ensuring consumers cannot miss the news.

 The brand is also launching an exciting new website at the end of May: As well as key brand information, the website will feature the new Milkybar Farm and include recipes, activity ideas, quizzes and colouring in sheets.

 The move follows the KITKAT brand’s announcement that from April its new recipe will increase its percentage of milk by 20% and cocoa by 13%.


[1]IRI 52w/e 25 Mar 17 Value Sales (MILKYBAR has a 66.5% share of total UK white chocolate sales)

Author: kimbarnard

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