Nestlé discontinues high tech Milkybar Wowsomes
Nestlé is to discontinue Milkybar Wowsomes, which appeared in stores across the UK and Ireland just under two years ago.
According to reports, the bars did not find long-lasting popularity with consumers to convince retailers to invest sufficient shelf-space.
Wowsomes were touted as a scientific breakthrough in which researchers “transformed 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. This allows someone to perceive the same level of sweetness as before while consuming less sugar.
With the help of this new technology, Milkybar Wowsomes has 30% less sugar than similar chocolate products and contains no artificial sweeteners, preservatives, colours or flavourings. Milkybar Wowsomes has milk as its number one ingredient, contains crispy oat cereal pieces, is a source of fibre and is gluten free.
The achievement was all the more impressive as it took little over a year for Nestlé teams in Switzerland, the UK and the Czech Republic to take the scientific and technological breakthrough and turn it into a new confectionery product.
As well as Milkybar Wowsomes being an entirely new product under the Milkybar brand, it was also the first time in Milkybar’s 81-year history that it a bar contained both milk and white chocolate.
Nestlé said it is now working on bringing new and exciting products to market.