Nestlé Aero Milkybar collaboration overview
- Nestlé combines Aero and Milkybar to boost consumer experimentation and excitement
- New product blends Aero bubbles with Milkybar white chocolate
- Launch reflects rising demand for confectionery brand collaborations across markets today
- Similar crossovers include Cadbury Dairy Milk Oreo from Mondelēz
- Strategy creates sales opportunities while reducing product development risk
Nestlé is combining two of its best-loved brands – Aero and Milkybar.
The confectionery giant is mixing Milkybar chocolate with the Aero format to create Aero Milkybar - not the most imaginative name but it leaves consumers in no doubt as to what they’re getting with the new creation.
And it’s a strategically smart move. Combining two of Nestlé’s most recognisable confectionery brands allows the company to leverage existing consumer loyalty, while creating a sense of novelty. Fans of Aero’s bubbly texture and Milkybar’s sweet flavour may well be tempted to try a product that promises the best of both.
“We’re very excited to see fan reactions to the team up of two of our classic brands,” says Rachel Beaufoy, marketing manager for Nestlé Confectionery. “The iconic Milkybar white chocolate combined with the signature Aero bubbles is a duo we know fans will love.”
Brand collaborations
The launch taps into a growing trend for confectionery collaborations, as manufacturers drive sales by combining the power of their biggest brands.
We’ve seen Mondelēz International combine Cadbury Dairy Milk and Oreo, mixing Cadbury milk chocolate with Oreo biscuit pieces to capitalise on the popularity of both.
And similarly, The Hershey Company launched a Reese’s Pieces Hershey Bar, blending its two most recognisable names into one.
Brand power
The rise of brand collaborations reflects manufacturer focus on growing established brands.
By bringing together consumer favourites, confectionery companies can generate excitement, encourage experimentation and unlock new sales opportunities, without the cost, time and risk associated with developing entirely new products.
And given their success, these launches look set to become a regular feature in confectionery innovation.
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- Thomas Chatenier, Global President, Nutella
- Fabio Mora, Senior VP of Open Innovation, Ferrero
- Alisia Heath, VP of Research & Development, NotCo AI
- Honorata Jarocka, Associate Principal, Mintel Food & Drink, Mintel
