Nestlé has confirmed that it no longer making its Milkybar Wowsomes confectionery product.
The Switzerland-based food giant told just-food it discontinued the better-for-you product, sold in the UK and Ireland, towards the end of last year.
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The lower sugar bar was launched less than two years ago. When it came to market in March 2018, Nestlé said the chocolate was first product it had developed using its “innovative sugar-reduction technique”.
Milkybar Wowsomes contained “30% less sugar than similar chocolate products”, the company said.
Nestlé claimed it created “aerated, porous particles of sugar that dissolve more quickly in the mouth”, which gives consumers the perception of the “same level of sweetness as before while consuming less sugar”. The innovation, it added, was “inspired by candy floss”.
An 18g bar contained 95 calories.
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By GlobalDataBut now the bar has been axed amid rumours of disappointing sales. Nestlé refused to give a reason for its decision to axe the brand when pressed by just-food.
In a statement the company said: “We’re no longer making Milkybar Wowsomes but we are working on some new and exciting products for the future. Our latest 30% reduced-sugar chocolate is the More range, which encompasses the Raspberry and Hazelnut KitKat Chunky and the Oats, Apple and Cinnamon Yorkie.
“We are always reviewing and innovating our range of products; and we continue to find new ways to improve our confectionery and reduce sugar without compromising on taste and quality.”
