Milkybar Wowsomes have been made using an innovative sugar reduction technique, which transforms the structure of sugar so that the firm can use less sugar to achieve the same level of perceived sweetness.

The natural process creates aerated, porous particles of sugar that dissolve more quickly in the mouth. This technology allows Milkybar Wowsomes, which comprise milk chocolate, with a crispy oat cereal and creamy filling, to boast 30% less sugar than comparable products.

The product has milk as its number one ingredient, is a source of fibre and is gluten free. Wowsomes are available in white and milk & white chocolate variants and come in single 18g bar (rrp 55p), 105g bag (rrp £2.99), and multipack (rrp £2.49) formats. Retail price is at the sole discretion of the retailer.

Stefano Agostini, CEO of Nestlé UK & Ireland, said: “It is with great pride that the UK and Ireland becomes the first market in the world to use this exciting technology to create such a great tasting confectionery product. We have an unrivalled research and development network and the experts at our Product Technology Centre in York have been instrumental in this breakthrough. Teams across our UK business and around the world have been working incredibly hard to make this launch a reality.

“We announced earlier this month that we have taken out more than 60 billion calories and 2.6 billion teaspoons of sugar from across our food and drink portfolio in the last three years. A new product like Milkybar Wowsomes introduces greater choice and allows parents to treat their children with chocolate that tastes great but has less sugar. We are demonstrating how we can, and will, contribute to a healthier future and that we take our public health responsibilities very seriously.”