Mondelez is relaunching Milka with a new look and recipe, marking the culmination of a three-year period of development and engagement with over 3,000 consumers to inform the process for the brand, which boasts a 120-year heritage.
The recipe now includes more cocoa ‘for a more chocolatey taste’, blended with Alpine milk.
The packaging has been re-illustrated to depict the brand’s Alpine home, with layers, texture and tone to achieve depth and magnitude.
“As a brand, Milka is widely beloved for its distinct message of tenderness and the sense of joy which it brings to the travel retail environment; this relaunch further strengthens the brand as an icon of tenderness,” said Dogus Kezer, Marketing Director, Mondelēz World Travel Retail.
“At Mondelez WTR, we are confident that, particularly given how stressful travel can be lately, this renewed emphasis on tenderness will resonate with traveling consumers and remind them of familiar joy of their favourite chocolate.
“Milka has a rich heritage, particularly in Europe, which makes it a brand that travellers trust, positioning it as a strong brand to leverage, drive conversion and accelerate growth.”
New formats have been introduced for travellers, too, including a new flavour of its popular big size tablets – Nutty Choco Wafer – which has been especially well received in Germany and Austria.
From November, the best-selling hazelnut pieces, strawberry, and Alpine milk pralines will be available in a mixed bag format.
Cocoa Life, Mondelez International’s global cocoa sustainability programme, plays a more prominent role in the new packaging design, with the logo moving to the front of pack.
The logo signifies that Milka is made from 100% sustainably sourced cocoa.
The relaunch is supported by marketing campaign focused on the ‘new, even creamier and chocolatier taste of Milka’ which is being brought to life in travel retail under the ‘Travel tastes better with Milka’ banner.
“We know that taste is what people value the most when choosing chocolate and that taste appreciation is the number one driver of equity,” said Clare Lumb, Marketing Manager Milka MEU.
“To top a year of big investment to the core of our portfolio, we believe this brand refresh will make the Milka brand proposition bolder and delight current users while attracting new consumers to the brand.”