Nestlé Confectionery has increased the amount of milk in its Milkybar recipe, making it the brand’s number one ingredient, but it claims the taste will remain the same.
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 news, Nestlé Confectionery will be running a £4m media campaign including TV, outdoor and social media from 29 May until September. The campaign, which is aimed at parents, is expected to reach a 93% of the target audience.
Milkybar will also benefit from a redesign of all packs to communicate that ‘Milk is now our No.1 ingredient’.
The brand is also launching a new website at the end of May: milkybar.co.uk. 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%.