Overview

• Mondelez began distributing ‘Milka Extra’ 190g bars to retailers this week.
• The new format is offered in five flavors: Alpenmilch, whole hazelnuts, caramel-salt almond, Lotus Biscoff and noisette.
• ‘Milka Extra’ retails for €3.79 in the Netherlands, with German pricing yet to be confirmed.
• A marketing campaign for the mid-size bar is set to start next week as Mondelez aims to revive larger-bar sales after cutting standard Milka bars from 100g to 90g earlier this year.
• Market data show chocolate volume down 12% but revenue up 14% in Q1 2025 on higher cocoa costs, and experts warn the new size may cannibalize existing Milka bar sales.