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Milkybar puts milk first

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Nestlé’s family favourite white chocolate brand, Milkybar, is increasing the amount of milk in the recipe, making it the brand’s No.1 ingredient.

The percentage of milk in the new core range recipe has increased from 26% to 37.5% which allows Nestlé to reduce some sugar. The new products will remain free from artificial flavours, colours, preservatives and sweeteners.

Newly designed packs, highlighting ‘Milk is now our No.1 ingredient’ will feature across the full Milkybar range of bars, blocks, buttons and sharing bags and will replace the existing products from May 2017.

Dame Fiona Kendrick, Chairman and CEO of Nestlé UK and Ireland, said:

“We want to make our products the best they can be for our consumers. We’ll take every opportunity to innovate and reformulate to improve our products but this can never be to the detriment of taste.

We have used our strength in research and innovation to develop a great recipe that replaces some sugar with more of the existing, natural ingredient that people know and love. We have added more milk to the recipe, which has been at the heart of Milkybar ever since it was launched in 1936.”

The new Milkybar recipe will take out almost 350 tonnes of sugar and 130 million calories from UK public consumption which is part of Nestlé UK and Ireland’s pledge to remove 10% of sugar from across its total confectionery portfolio by 2018.

The move follows the recent launch of the new KitKat ‘Extra Milk and Cocoa’ which increased the percentage of milk by 20% and cocoa by 13% in the recipe.

In addition last month, Nestlé’s Rowntree’s brand unveiled brand new 30% less sugar versions of two of its best-selling products; Rowntree’s Fruit Pastilles and Rowntree’s Randoms which have received overwhelmingly positive consumer feedback.

These innovations are all part of a number of Nestlé’s initiatives to improve its products through a range of methods and make incremental sugar reductions in different ways that, when added up, are a positive step overall to removing sugar from the nation’s diet while maintaining the taste.


For more information please contact:

Nestlé UK Press Office on 020 8667 6005 or email [email protected]

Notes to Editors:

  • The launch of new Milkybar is part of Nestlé UK and Ireland’s commitment to remove 10% of the sugar out of its total confectionery portfolio by 2018: .
  • In March, Nestlé launched new KitKat Extra Milk and Cocoa in a drive to remove some sugar from the brand:
  • In April, Nestlé launched new 30% less sugar versions of two Rowntree’s favourites:
  • Nestlé is working on further improvements towards PHE’s ambition to remove 20% of sugar from the UK’s diet.
  • The launch of the new Milkybar is being supported by a significant media campaign including TV, Outdoor and Social Media from 29th May until September.
  • The brand will also be launching a new website at the end of May: