Nestlé Rowntree has revamped Milkybar to appeal to health-conscious parents. As a result, the chocolate is to be made with only natural ingredients.
The move is backed by a £6m media campaign, including TV advertising, which kicks off this month.
The company says its research showed mums wanted fewer additives in their kids’ snacks.
The move follows similar changes in the Nestlé Rowntree range, such as putting more fruit juice in Fruit Pastilles, Fruit Gums and Jelly Tots and removing artificial colours from Smarties.
The Milkybar range, which is worth £49.5m, will also carry an updated packaging design highlighting the ’all natural’ concept.
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