Nestlé axes low sugar chocolate Milkybar Wowsomes due to 'underwhelming' demand

Confectionery company says it is 'working on some new and exciting products'

Nestlé has announced it is halting production of its low-sugar chocolate bars.

The Swiss confectionery company has axed its range of Milkybar Wowsomes, less than two years after they launched citing “underwhelming” sales as the cause.

The chocolates, which were unveiled in March 2018, were created by a team of scientists who managed to transform the structure of sugar through a newly developed process using only natural ingredients.

Inspired by candy floss, experts created aerated, porous particles of sugar that dissolve more quickly in the mouth, allowing someone to perceive the same level of sweetness as before while consuming less sugar.

With the help of the new technology, Milkybar Wowsomes contained 30 per cent less sugar than similar chocolate products and contained no artificial sweeteners, preservatives, colours or flavourings.

At the time of the launch Stefano Agostini, Nestlé's chief executive for UK and Ireland, said: “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.”

Following poor sales, a Nestlé spokeswoman confirmed the brand is no longer making Milkybar Wowsomes but is “working on some new and exciting products” as well as a new sugar reduction technology that it aims to introduce next year.

In recent months, confectionery companies have come under pressure to develop reduced-sugar options in an effort to meet government targets.

Last year, reduced sugar alternatives of Mars and Snickers bars were launched by Mars Wrigley UK, while Mondelez followed suit with a new version of its Cadbury Dairy Milk bar that contained 30 per cent less sugar using soluble maize fibre for sweetness.

"We've recognised that there is an increasing trend for people wanting to manage their sugar intake and that's why we have worked tirelessly to create a Cadbury Dairy Milk bar with 30 per cent less sugar, which stills tastes great,” Katrina Davison, Cadbury brand manager, stated at the time.