In the latest announcement Nestlé has announced to withdraw the production of its lower-sugar chocolate bar- Milkybar Wowsomes, a product launched in the UK and Ireland in 2018.
The alleged reason stated by the Swiss food giant for the discontinuation has been “underwhelming” demand. According to reports the bars used “hollow” sugar crystals, a result of Nestlé’s sugar-reduction technology, in order to curb the amount of sugar by almost a third. This further made the sugar more porous and it dissolved faster in the mouth. Consumers thus tasted the same level of sweetness, but ate less of it.
At the time of inception of the technology it was considered as a breakthrough, and experts anticipated that it would put Nestlé in a leading position within the market for low-sugar products.
At the time of the launch Stefano Agostini, Nestlé ‘s chief executive for UK and Ireland, had commented: “A new product like Milkybar Wowsomes introduces greater choice and allows parents to treat their children with chocolate that tastes great but has less sugar.
“We are demonstrating how we can, and will, contribute to a healthier future and that we take our public health responsibilities very seriously,” he added.
In a statement, Nestlé said it is working on launching other new products. The company had created a chocolate lineup last summer in the UK and Ireland known as More featuring a Raspberry and Hazelnut Kit Kat Chunky and an Oats, Apple and Cinnamon Yorkie with 30% less sugar.