Lindt sees niche in ‘high cocoa’ milk chocolate range called Premium Milk

Part of the brand’s ‘Excellence’ range, the new bars are technically milk chocolate but contain higher percentages of cacao than the typical 30% to 40%.

“Milk chocolate will continue to command a significant share of the UK market, but there is a clear opportunity to grow the category with a differentiated ‘premium milk’ offering,”​ a Lindt spokesperson told ConfectioneryNews.

Last year Cadbury launched a similar hybrid bar in the UK called Darkmilk​​, after a successful debut in Australia. Montezuma’s and Divine Chocolate make similar bars, and according to Canada’s The Ultimate Chocolate blog, so do many other boutique chocolate brands​​. But it remains a bit of an anomaly from commercial producers.

The best of both worlds?

The lowest percentage, 45%, offers what Lindt describes as a ‘well-rounded’ cocoa flavor with ‘hints of deep caramel’ – intended to appeal to milk chocolate lovers who might avoid darker bars due to bitterness.

Up one level is the 55%, which offers ‘a bolder, more distinct cocoa taste’ complemented by notes of honey and vanilla, according to the product description.

The highest percentage lands at 65% but still contains milk. Lindt defines it as ‘the most reminiscent of dark chocolate’ with heavy roasted aromas and undertones of vanilla. The confectioner sees this variant appealing to dark chocolate fans looking for something different.

Made from just six ingredients, each bar contains cocoa mass and butter, plus sugar, whole milk and cream powder, and soy lecithin as an emulsifier.

Asked how this collection fits into the brand’s broader portfolio, the spokesperson told us it “plays an instrumental role in trading up milk chocolate shoppers.”​ It will also be supported by promotional campaigns on television and online.

UK consumers can find the bars at major retailers including Sainsbury’s, Tesco, Co-op, Morrison’s and Ocado, as well as convenience stores like WHSmith.