Nestle is launching a remake of its chocolate Milkybar with a sweetener to ease parents' concern over calories and high sugar. Named as Milkybar Wowsomes, the new expensive chocolate will be soon coming into the markets of Britain and Ireland.
The world's largest packaged food company claims that the renewed bars are being with 30 percent less sugar than the previous ones. The sugar to be used has been altered to dissolve faster. The new sugar was first discussed publicly in 2016 and addresses one of the important challenges of making junk food healthy yet tasty.
According to Vontobel analyst Jean-Philippe Bertschy," Health is important, but ... many consumers are not ready to give up a taste." He further added. "If you could have a tablet of chocolate with the same taste with 30 percent less sugar, I think consumers would jump on it."
The aim of the new chocolate according to Nestle's chief is to give parents the option of a better treatment for their children. Unlike the original plain white Milkybar chocolate, Wow some have a chocolate shell around a creamy centre containing both the lighter sugar and crisped oat cereal.
"We felt it was important to signal that this brand is evolving and answering new consumer trends," Patrice Bula, head of marketing, told Reuters.
Governments are also cracking down on sugar to help fight obesity, but taxes, like the one coming into effect in Britain next week, generally concentrate on soft drinks.
Nestle's new invention is not for use in drinks and for now, it is just in confectionery - one of the toughest categories to reformulate, as chocolate can be up to 55 percent sugar.
(With inputs from Reuters)