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Nestlé’s Milkybar world first with innovation to reduce sugar by 30%

Milkybar Wowsomes

Nestlé today unveiled Milkybar Wowsomes, the first chocolate using Nestlé’s new structured sugar to reduce sugar by 30% versus comparable bars.

The new Milkybar Wowsomes achieves the sugar reduction using only natural ingredients and with no sweeteners. It has milk as the No. 1 ingredient, contains crispy oat cereal and is a source of fiber.

Milkybar Wowsomes will appear in stores in the United Kingdom and Ireland in the coming weeks, meeting the growing demand of parents for better treats.

The sugar reduction comes thanks to a scientific breakthrough that Nestlé first announced in 2016.

Researchers at Nestlé changed the structure of sugar using only natural ingredients. They created an aerated, porous sugar that dissolves more quickly in the mouth. This allows someone to perceive the same sweetness as before while consuming less sugar.

Nestlé is committed to further advancing the nutritional credentials and wholesomeness of its children’s confectionery. It therefore plans to apply the sugar technology to further children’s chocolate brands. The goal is to reduce sugar content naturally while maintaining great taste.

The innovation is in line with Nestlé’s purpose of enhancing quality of life and contributing to a healthier future. Nestlé started its sugar reduction journey in 2000. It made a first public commitment to reduce sugars in a range of products by 10% between 2014 and 2016. Nestlé has pledged to further reduce the sugars in its products by a further 5% on average as part of a range of 2020 commitments.

Nestlé teams in Switzerland, the United Kingdom and the Czech Republic took just over a year to turn the structured sugar innovation into a new product. Milkybar turned out to be a natural fit for the structured sugar.

Launched in the UK in 1936, Milkybar is one of Nestlé’s most iconic chocolate brands. It is a popular choice for parents in the UK for their children thanks to its mild and creamy taste and high milk content.

In 2007, the brand moved to all-natural ingredients. In 2017, milk became the No. 1 ingredient in the recipe. Now in 2018 with the launch of Milkybar Wowsomes, the brand is offering a new alternative with 30% less sugar.

For more on Milkybar Wowsomes, read the UK news release (pdf, 450Kb).

For more on the new sugar, read the fact sheet (pdf, 500Kb).