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.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Related Company Profiles

View all

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.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

But 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.”