Milka Extra: New chocolate causes excitement and price criticism!

Milka Extra: New chocolate causes excitement and price criticism!

The chocolate company Milka announces the introduction of a new chocolate called "Milka Extra" for June 2025. This 190-gram panel is said to be available in German supermarkets and discounters and closes a gap between the previous 90-gram panels and the 300-gram-XXL packs. In the Netherlands, the "Milka Extra" is already offered for 3.79 euros, a price for Germany is still pending. The chocolate is available in five flavors: whole milk, hazelnut, noisette, Lotus biscoff and caramel salt almond. The packaging bears the typical colors of the respective flavor, such as Ruhr24

On social media, many customers already express massive criticism of Milka's pricing policy. Consumers complain in particular about the increased prices and the reduction of the standard boards from 100 grams to 90 grams, paired with a price increase from 1.49 to 1.99 euros. According to Fehmarn24 have announced some users not to buy Milka products due to these circumstances.

falling sales figures and market adjustments

MILKA is faced with falling sales figures; The sales figures for chocolate boards decreased by 12 % in the first quarter of 2025. In general, the entire table chocolate industry has experienced a significant decline. The price increases are partly due to the increasing cocoa prices that are related to the current cocoa crisis. The price of cocoa has increased tenfold in recent years, which forces many companies to increase their prices. This leads to higher costs for consumers who are increasingly buying less chocolate or considering cheaper alternatives, as in a report by ilioss .

The production costs rise not only due to the prices for cocoa, but also due to the difficult growing conditions in West Africa. There, cocoa trees are increasingly suffering from diseases and pests that are reinforced by climate change. Consumers are annoyed by the so -called shrink flation, in which the content is reduced while the prices remain the same.

consumer protests and sustainable solutions

The Hamburg Consumer Center already voted "Mogel pack of the month" in February, which reflects dissatisfaction in public. Many customers not only feel disappointed with the increased prices, but also about the loss of quality and the smaller offer. Super markets react to the changed purchase habits by adapting their product pallets and potentially add new manufacturers to the range.

Dear chocolate lovers, in view of these developments, more and more consumers will have to put pressure on large brands to demand better prices and sustainable products. The future of the chocolate market could depend on whether companies invest in sustainable agriculture and fair trade. A rethink in the industry is urgently needed to take into account both the environment and the wishes of consumers.