Nestle India has cut the amount of sugar in its Milkybar chocolate and increased milk as part of its wider strategy to create healthier products and add wholesome ingredients.
The percentage of milk in the reformulation has increased by 8 per cent to one-third of the chocolate bar, which helped reduce sugar by 10 per cent.
In March, the world’s biggest foods company had said it is reducing salt and sodium content in its Maggi noodles, cutting sugar in KitKat chocolate and dairy products, and stepping up portion control across markets including India.
Nestle brands Kit Kat and Munch have nearly 65 per cent of chocolate-coated wafers segment, which in turn accounts for one-fourth of the chocolates segment worth Rs7,500 crores. Rival Mondelez controls three-fourth of the overall category with sales thrice as big.
Experts feel Nestle’s focus on the wafer chocolate category would limit its growth opportunity in what remains a relatively nascent category in India.
But Nestle has been fighting back. Its chocolate division grew 11 per cent in the first half of 2017, as the firm stepped up innovations and relaunched a few brands.
While Munch Nuts and KitKat Duos have done well, Alpino premium chocolate that competes with Italian brand Ferrero Rocher remains a work in progress.