Milka introduces the Milka Choco Croissant, a product that redefines indulgence and brings the unmistakable experience of tender chocolate to a completely new category—packaged pastries.
A New Standard for Chocolate Lovers
In Eastern European countries, where chocolate-filled pastries are a beloved treat, consumers crave a richer experience and even more indulgence. Milka saw a unique opportunity to transform the everyday croissant into a multi-sensory delight.
Milka Choco Croissant is a golden, airy, and fluffy pastry filled with signature Alpine milk chocolate. From the delicate chocolate base to the fine drizzle on top and, finally, the irresistibly creamy Alpine milk chocolate center, every bite promises a deliciously indulgent experience.
Enjoy a Moment of Indulgence, Anytime, Anywhere
For three years, research and development teams tested and perfected this product, conducting extensive consumer trials with 2,500 participants throughout the innovation process. The Milka Choco Croissant, available in a 50g format for better portion control, is individually wrapped for convenience, making it perfect for a longer, more relaxing break.
A practical paper tray makes it easy to enjoy anytime, anywhere. The product comes in two varieties: chocolate cream filling or vanilla-flavored cream filling and can be found in the packaged croissants section.
Additionally, like all Milka products, the Alpine milk chocolate used is sourced exclusively from small family farms in the Alpine regions, ensuring quality and authenticity.
A Bold Launch to Conquer the Market
The packaging has been designed to stand out, ensuring strong shelf visibility while remaining true to Milka’s unmistakable brand identity, characterized by its signature purple color. The launch campaign includes a full media mix: TV, social media, outdoor advertising, eCommerce, and in-store activations. Sampling activities are also being carried out, allowing consumers to experience this delicious innovation firsthand.