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Nestle’s Milkybar targets healthy sweet spot with designer sugar

NESTLE is launching a lower-sugar Milkybar made with a new version of the sweetener which could help ease the $185bn (£130bn) confectionery industry’s growing public health headache.

Milkybar Wowsomes, a new more expensive take on the 81-year-old white chocolate made famous by the gun-slinging Milkybar Kid ads, will be on shelves in the UK and Ireland in the coming weeks. The world’s largest packaged food company said the new bars have 30 per cent less sugar than a typical chocolate bar, helped by the use of Nestle’s new ingredient, sugar that has been physically altered to be lighter and dissolve faster.

The bars have only three per cent fewer calories, due to extra natural ingredients.

The new sugar, first discussed publicly in 2016, partly addresses one of Big Food’s toughest challenges – how to make junk food healthy but keep it tasty.

“Health is important, but … many consumers are not ready to give up taste,” Vontobel analyst Jean-Philippe Bertschy said. “If you could have a tablet of chocolate with the same taste with 30 per cent less sugar, consumers would jump on it.”



(c) 2018 City A.M.


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