Milkybar Kickstarts 90th Anniversary Year with Launch of 'Crunchy Pops' Sharing Bags

Nestlé Confectionery’s heritage white chocolate brand, Milkybar, has announced the first major product launch of its milestone 90th anniversary year. The brand is introducing Milkybar Crunchy Pops, a new textural format designed to drive value in the sharing category.

Landing in stores across the UK and Ireland from next week, the launch leverages the brand's signature white chocolate credentials while introducing a crispy element to compete with other bite-sized snacking options.

Product Architecture and Formulation

The new SKU features a spherical format, combining crispy cereal balls coated in the brand’s white chocolate. The product is engineered to offer a lighter eating experience compared to solid blocks or buttons, targeting social sharing occasions.

Key Product Attributes:

Ingredients: Made with creamy whole milk and Rainforest Alliance certified cocoa.
Clean Label: Formulated with no artificial flavours.
Format: Sharing bag, joining the existing range of blocks and buttons.

90 Years of Milkybar

The launch kicks off a significant year for the brand. Originally launched in the UK and Switzerland in 1936, Milkybar is celebrating its 90th anniversary in 2026. This new product is part of a broader strategy to maintain relevance for the heritage brand, which remains one of the UK’s most recognised white chocolate entities.

Rachel Beaufoy, Marketing Manager at Nestlé Confectionery, commented on the launch strategy:

“It’s an exciting year for Milkybar, and Crunchy Pops are a special launch for us. We’ve combined a delicious crunchy texture with our creamy white chocolate to create a treat we think people will love. We’re really looking forward to hearing the reaction once they hit shelves.”

Commercial Availability

Milkybar Crunchy Pops White Chocolate sharing bags are rolling out to retailers nationwide now, positioned to capture sales ahead of the February trading period.