Nestle aims Milkybar at adults

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Confectionary giant Nestle has revamped its Milkybar packaging, aiming it squarely at adults.

The firm has introduced what it has dubbed “sophisticated packaging” to boost sales of the white chocolate bar among older demographics.
According to Nestle, while the chocolate bar is normally associated with children, 60 per cent of total sales for individual Milkybars were to adults.

Graham Walker, Nestle UK trade communications manager, said: “We fully expect Milkybar Raisin and Biscuit, with its sophisticated packaging and huge adult-focused media support to bring even more adults to the brand.”

He also urged confectionary retailers to separate Milkybar from other children’s sweets and place it with “eye-catching point of sale at the till”.

Nestle recently launched its biggest ever cross-category marketing strategy.

The Get Set, Go Free campaign incorporates advertising on confectionery singles and multipacks, chocolate biscuit bars, cereals and Nesquik milkshake powder, and is backed by a £3 million marketing push.