Milkybar From Nestle Targeting Healthy Sweet Lovers Using New Sugar

Nestle will launch its new lower-sugar candy bar Milkybar that is made with a new version of sugar that could help ease the confectionery industry’s growing headache over public health. The confectionery industry is thought to be over $185 billion in size.

The Milkybar Wowsomes, the new more costly version of the decades old white chocolate that was made famous by Milkybar Kids ads, is set to be on Britain as well as Ireland store shelves in the coming weeks.

The largest packaged food business in the world says that the new candy bars contain 30% less sugar in comparison to typical chocolate bars. That it says is accomplished by using a new ingredient of Nestle, sugar that is physically altered that allows it to be lighter as well as dissolve faster.

However, the new bars have just 3% fewer calories because of additional natural ingredients.

This new sugar, which was discussed publicly for the first time in 2016, addresses in part one of the toughest challenges facing Big Food – how junk food can be made to be healthier but remain tasty.

One analyst in Switzerland stated that health is very important but many of today’s consumers are not yet ready to give up the taste. If a tablet of chocolate existed with the same great taste but 30% less sugar, consumers would be jumping on that, said the analyst.

The marketing chief for Nestle says the goal for the new chocolate is give parents options for better sweets for their children. The new chocolate went through over 300 tweaks to its recipe.

Unlike original white Milkybar chocolate, the Wowsomes have a shell of chocolate wrapped around creamy centers that contain both crisped oat cereal and the new lighter sugar.

Nestle’s marketing chief said that the company felt an importance to signal the brand was evolving and answering the new trends of the consumer.

On Tuesday, Nestle’s shares were higher by 1.4%.

Nestle continues to be under pressure from shareholders to accelerate its sales following six years of growth slowdowns, with the overall sector struggling due to consumers looking for fresher food and shifting to new and independent brands that are considered more ethical and healthier.

Governments have started cracking down on sugar in order to fight against obesity, but today’s taxes, such as the one that will be put into effect next week in Britain generally concentrate on sugary, soft drinks.

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