MILKYBAR® puts milk first for consumers

Monday, June 5, 2017

From May 2017, the UK’s best selling white chocolate1  – MILKYBAR  – is now 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.

Milkybar logo and strapline
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.
The new MILKYBAR recipe will take out almost 350 tonnes of sugar and 130 million calories from UK public consumption which is part of Nestlé UK & Ireland’s pledge to remove 10% of sugar from across our total confectionery portfolio by 2018.
To communicate this fantastic news, our amazing brand team at Nestlé Confectionery are running a £4m media campaign including TV, outdoor and social media from late May until September. The campaign, which is aimed at parents, is expected to reach a huge 93% of the target audience!
See the 30 second TV advert below:
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. 
Milkybar bar packaging
Milkybar buttons packaging
The brand has also launched an exciting new website: As well as key brand information, the website features the new Milkybar Farm and include recipes, activity ideas, quizzes and colouring in sheets.
The move follows the KITKAT brand’s announcement across the media that from April the new recipe will increase its percentage of milk by 20% and cocoa by 13%. 
To find out how we're improving the nutritional content of our confectionery products, so you can give your customers choice and drive sales for your business, please get in touch.