Mondelez World Travel Retail (WTR) has relaunched Milka with a new recipe, brand identity and travel campaign.
The rebrand is the result of three years of development and engagement with over 3,000 customers.
Milka’s new recipe now includes more cocoa, blended with Alpine milk. Tenderness is a key theme for the rebrand. Milka’s packaging has also been redesigned to highlight the brand’s Alpine home.
To celebrate the relaunch, the brand has unveiled new travel innovations including a new flavour for its big size tablets, the Nutty Coco Wafer.
The flavour has already proven popular in Germany and Austria, said the brand owner. Milka is also launching a mixed bag format for its best-selling hazelnut pieces, strawberry and alpine milk pralines from November.
Mondelez International’s global cocoa sustainability programme, Cocoa Life, plays a more prominent role in the refreshed packaging design. The logo, now in front of the pack, highlights Milka’s green credentials. Milka is made from 100% sustainably sourced cocoa.
“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,” commented Mondelez World Travel Retail Marketing Director Dogus Kezer.
“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.”
Milka MEU Marketing Manager Clare Lumb added, “We know that taste is what people value the most when choosing chocolate and that taste appreciation is the number one driver of equity. 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.”
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