MILKA LAUNCHES 45g COUNTLINE
Now in the UK, Milka will be available as a 45g bar, supported by a multi-million pound marketing spend. Established in 1901, Milka is the number one chocolate brand in Europe*, and the 100g bars are have already become very popular in this country, experiencing a massive +185% value growth in 2009**.
Now the UK can also get the creamily smooth, meltingly soft taste of chocolate made with Alpine milk as a 45g bar – the perfect choice for anyone who wants a milk chocolate treat.
The brand will be supported by a £4.7 million marketing investment in 2010, including TV and online advertising so consumers will not fail to discover the secret of Milka.
The individual 45g bars will be available from March 2010 in Alpine Milk and Milka Daim (Alpine Milk Chocolate with crunchy Daim pieces) in cases of 24.
Steve Mounty, director of convenience and distributive at Kraft Foods UK, said: “Milka has a delicious taste that makes it stand out from other chocolate on the UK market, and we’re really looking forward to bringing that to consumers as a countline.
“We have exciting plans for Milka throughout 2010 and we’re investing heavily in the brand in the UK to make it as big a success as we can. It should provide a great opportunity for operators in all sectors to encourage impulse sales by adding something new and a bit special to their snack range.”
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