"What have you done with my Milka?"
Created: 08/05/2022 04:58
The chocolate brand "Milka" has a new recipe.
© IMAGO/Arnulf Hettrich
Milka looks back on more than a hundred years of history.
Now the well-known brand is changing the recipe and the shape of the chocolate with the purple cow - not everyone likes it.
Lörrach - Milka is the best-known chocolate brand in Germany.
This is the result of a survey by the market research institute Splendid Research in 2019.
The chocolate manufacturer has now changed the recipe and the appearance of the popular chocolate with the purple cow - and this is not only causing enthusiasm.
Milka with a new recipe and a different shape
The traditional Milka brand actually comes from Switzerland, but today it belongs to the US group Mondelez (formerly Kraft Foods) and is mainly produced in the German town of Lörrach.
The US manufacturer of Milka survived the corona pandemic comparatively well and increased its sales by four percent in 2020 - above average compared to the rest of the market.
"Never change a winning team" - never change a winning team - is a saying.
Nevertheless, the company has now decided to change something about the recipe and the shape of the chocolate.
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It took three years to develop, says Milka on its own website.
"More than 30 chocolate experts from research and development" worked on the new recipe, which was tested by 3,000 consumers.
"In addition to a higher proportion of cocoa from the Cocoa Life sustainability program, the new rounded bar shape adapts even better to your palate and thus offers even more delicate moments of pleasure," says the manufacturer.
Milka's famous purple cow now also has a prominent place on the chocolate and is emblazoned on a corner.
This is "a loving homage" to the cow, which will be "a proud 50 years old" this year, Milka explains.
These are the reactions to the new recipe: "What did you do with my Milka?"
The brand name Milka is a composition of milk and cocoa - at least that hasn't changed in the new recipe.
However, not everyone is happy about the new taste.
"Milka doesn't taste like Milka anymore.
Does everything have to be changed?” asks a Twitter user.
Another complains that the new recipe tastes “too much like nougat or noisette” and adds that his “favorite chocolate no longer exists”.
Others find the new recipe successful and comment on Twitter "Totally delicious" or "I'm thrilled" on Instagram.
Milka herself does not seem surprised by these reactions.
In the advertising for the new recipe, the brand is self-deprecating.
"What did you do with my Milka?" It says there in a supposed quote from "half of Germany", supplemented with the note: "First try, then comment."
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New Milka recipe: "What have you done with my Milka?" asks the chocolate brand self-deprecatingly.
© Milka
A study by Stiftung Warentest in 2018 gave the Milka chocolate the grade "good".
It remains to be seen how the product testers will judge the new recipe.
