With a new packaging strategy, Milka wants to demonstrate credibility and sustainability. Instead of the purple cow, real cows will be depicted on the packaging. But the idea is also provoking criticism.
Gerda, Moocha, Marisa, Katja and Lola – the names of the cows that supply the milk for Milka chocolate from the manufacturer Mondelez. And the pictures of these cows, together with their names, are on limited-edition packaging of Milka chocolate bars. Credibility and sustainability are great assets when marketing food, so Milka has decided to rekindle customer interest in some varieties with new packaging. Five varieties are appearing in many shops where real animals are shown instead of the familiar purple cow, as representatives of the different varieties. Gerda, for example, is shown looking at one of the “Alpine Milk” varieties. The packaging also carries information about her breed, characteristics, origin and so on.
“Get to know Milka’s real cows with our limited editions: On our popular Milka varieties of Alpine Milk, Whole Hazelnuts, Noisette, Airy Caramel and Cow Spots, our famous purple cow is yielding pride of place to Gerda, Moocha, Marisa, Lola and Katja for a short time. These are selected cows from farms in the Alpine region and the Alpine foothills from which we get our Alpine milk for the delicate Milka chocolate.”
Ever since 1901, Milka continues, it has used only 100 per cent Alpine milk for its chocolate. “To make Milka chocolate, we get good Alpine milk from family farms in the Alps and the foothills. Gerda, Moocha, Marisa, Lola and Katja are selected representatives of these farms. Thanks to these cows, we use high-quality Alpine milk for our Milka chocolate. Through this campaign, you can learn about our most important heroines and learn more about their characteristics through the Milka varieties.”
However, the cow motifs are angering animal welfare activists and consumers, as the social media show. “Perfectly normal cows which are everyday creatures in farming are being touted in retailing as something very special,” one man writes.