Overview

• Mondelez introduced the 190g Milka Extra bar to German shelves this week in an effort to revive falling chocolate bar sales.
• Priced at €3.79 to mirror the Dutch market, the new bar comes in five flavors including Lotus Biscoff and caramel-salt almond.
• Shoppers on Instagram have criticized the price as unreasonably high and highlighted frustration with Milka’s earlier reduction of 100g bars to 90g at a higher cost.
• Industry data show that chocolate bar volumes fell 12% in the first quarter of 2025 even as revenue increased 14% due to rising cocoa prices.
• Analysts warn that the mid-size format may cannibalize sales of both smaller and larger Milka bars if retailers struggle to stock multiple sizes.