Overview
- Mondelez says new Multipack bundles of four to five Milka bars will start appearing in German supermarkets in the second quarter of 2026 to lift volumes with a lower price per bar.
- The company is pairing the launch with heavier promotions that include shelf coupons, a Monopoly-themed prize giveaway, and a tie-up with Biscoff to nudge shoppers back to the brand.
- Executives acknowledge a sharp volume drop in Germany as higher shelf prices and smaller 90-gram bars led buyers to wait for deals and still take fewer bars home.
- Milka’s reputation took a hit after Germany’s consumer group named its bar a 2025 “Mogelpackung,” while store brands widened their appeal, with private-label table chocolate reaching a 34.5% value share in 2025, according to Circana.
- Raw cocoa prices have eased toward pre-crisis levels, with the ICCO daily price near €2,800 per tonne in late March, which could reduce cost pressure even if shopper trust returns more slowly.