What’s New

In spring 2018, MILKY WAY® introduced MILKY WAY® Fudge in both Share Size and Mini stand up pouches. Rotational item MILKY WAY® Fudge is a new, distractingly delicious bar made with rich chocolate, golden caramel and fudge nougat.

The introduction of Milky Way® Fudge marks the newest addition to the Milky Way® lineup since the release of Milky Way® Simply Caramel in 2010.

In Q1 the brand expanded its presence in the 100-calories space by launching Milky Way® Midnight.

The brand continues to support the successful “Sorry I Was Eating a MILKY WAY®” campaign, and launched new advertising May 2018.

To revive on-shelf velocity and improve shop-ability for the MILKY WAY® Original and Midnight Minis packs, new SUP packaging began flowing into stores April 2018.

Brand History

Created in 1923 and designed to capture the taste of malted milk shakes, MILKY WAY® Bar was named after a famed malted milk drink of the day. MILKY WAY® Bars are made of chocolate malt-flavored nougat, caramel and covered with milk chocolate. MILKY WAY® Bar is available in several formats: 100-calorie bar, Single Size bar, Share Size bar, FUN SIZE®, Miniatures, and in limited-edition, seasonal flavors during the holidays.


In addition to the iconic candy bar, the MILKY WAY® Brand portfolio also includes:

  • MILKY WAY® Fudge delivers a delicious fudge-flavored nougat.
  • MILKY WAY Midnight® Bars are vanilla-flavored nougat, caramel, and dark chocolate.
  • MILKY WAY® Simply Caramel Bars are bursting with nothing but caramel and coated in irresistible MILKY WAY® Brand chocolate.

Connect With The Brand

®/™ trademarks ©Mars, Incorporated 2018

Media contacts

Arabella Smith

(201) 841-3495