The launch of Nestlé Milkybar Wowsomes in the UK and Ireland, described as the first chocolate bar in the world to use uniquely structured particles of sugar to deliver 30% less sugar than similar chocolate products, is a game changer according to GlobalData, a leading data and analytics company.
According to Tom Vierhile Innovation Insights Director at GlobalData, ‘‘Nestlé's breakthrough technology for Milkybar Wowsomes could change the sugar reduction game in the confectionery industry as the product does not rely on challenging or controversial alternatives to conventional sugar (like stevia, aspartame, or sucralose) to reduce sugar content. Our 2017 Q4 consumer survey found that 52% of UK consumers say that 'low in sugar' means 'healthy' to them, a significantly higher percentage than the 44% of consumers globally who express this sentiment. This suggests that Nestlé may find a curious and willing audience in the UK for Milkybar Wowsomes and its breakthrough sugar technology."
Milkybar Wowsomes is unique because sugar reduction is achieved via a newly developed process said to be inspired by candy floss (cotton candy), says GlobalData. The structure of the sugar used in Milkybar Wowsomes has been changed into porous particles said to dissolve more quickly in the mouth than conventional sugar.
The new restructured sugar formula delivers the same perceived level of sweetness as a product sweetened with conventional sugar, but with reduced sugar content. Offered in white chocolate flavor and milk and white chocolate flavor, the largest bar – 18 grams – has 95 calories and includes three individual pieces of candy. An 80g multipack holds eight 10-gram bars.
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.