Michel & Augustin, Nestlé Desserts, Bonne-Maman ... Since January, hardly a month has gone by without a major food brand launching its own spread recipe. After a salvo this summer, it is the chocolate specialist Milka (Mondelez) who is trying the adventure this Monday on one of the favorite shelves of children. Or rather who tries his luck again. The group made its first foray into this market in early 2019 with its Patamilka dough. This time, the American giant is betting on a renovated recipe - richer in hazelnuts - and on a glass jar rather than plastic. Above all, it changes its name in order, facing the juggernaut Nutella, to rely on the strength of its “Milka” brand. Objective: to gain 3% of the market in the medium term. Like almost all of the new entrants, the recipe relies on palm oil free,and on a lighter texture.
Dynamic market
Like them, Mondelez wants to bite into the pie of a dynamic market of more than 600 million euros in France according to Euromonitor, which
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