Swiss food giant Nestlé attracted significant attention when it launched Milkybar Wowsomes in the UK and Ireland two years ago.
The product contained 30% less sugar than Milkybar original, and as such, was expected to cause a stir. Further, the product contained no artificial sweeteners, preservatives, colours, or flavourings.
The ‘entirely new product’ was sold in either milk chocolate, or, for the first time, a combination of both milk and white chocolate in the same bar.
What was particularly original about Milkbar Wowsomes, however, was its sugar reduction strategy. At the time of the launch, Nestlé said the newly developed process used only natural ingredients. Essentially, it transforms the structure of sugar.
“Inspired by candy floss, experts created aerated, porous particles of sugar that dissolve more quickly in the mouth,” explained the manufacturer. “This allows someone to perceive the same level of sweetness as before while consuming less sugar.”
However, earlier this year, Nestlé announced it had pulled the product from shelves due to poor demand. The company understood Milkybar Wowsomes did not meet consumer expectations in terms of price point and taste.