Hershey's And Ovomaltine Collaborate To Launch 'Hershey's Big + Ovomaltine' Bar In Brazil
In a move that underscores the global appetite for textural contrast in premium chocolate, Hershey’s and Ovomaltine have teamed up to launched Hershey’s Big + Ovomaltine in Brazil. The limited-edition bar pairs Hershey’s signature milk chocolate with Ovomaltine’s iconic malted crunch, delivering a “big” format designed for sharing—or, as the brand cheekily notes, “or not.”
The launch, announced via social media with the tagline “BIG bars with out-of-the-ordinary crunch,” arrives amid a broader 2025 surge in crispy, crackly inclusions across the confectionery category, with brands from Godiva to Läderach introducing bars, bonbons, and slabs that prioritize snap, shatter, and chew. Hershey’s entry leverages Ovomaltine’s cult following in Brazil, where the malt powder is a pantry staple, to create a bar that balances creamy chocolate with granular, biscuit-like crunch.
This debut aligns with a clear industry shift: crunch is no longer a supporting player but the star ingredient. From kataifi-laced Dubai-style bars to feuilletine-flecked pralines, chocolatiers are engineering crunchy experiences that mimic the satisfaction of breaking into a fresh biscuit or toasted nut cluster, with inclusions like kataifi, feuilletine, crisped rice, puffed grains, cornflakes, or biscuit pieces. The trend is global, spanning mass-market giants like Nestlé and artisanal players like Stone Grindz, and reflects a post-pandemic desire for indulgent, tactile escapism.
Dubai-style pistachio proliferation: The viral Middle Eastern dessert has inspired a number of adaptations, blending pistachio cream with shredded phyllo (kataifi/kadayif). Notable entries: Läderach’s FrischSchoggi Dubai Dark, Kilwins’ Dubai Chocolate Truffles, and Lindt’s Dubai Style slabs in dark and white.
Nuts as texture heroes: Whole, roasted, or praliné nuts provide natural crunch in 40+ products. Highlights: Venchi’s Pistachio Gran Gourmet egg coated in salted pistachios, Qantu’s 50% milk bar with Piedmont hazelnuts, and Ritter Sport’s Roasted Peanut bar.
Wafer and biscuit layers: Light, airy wafers or biscuit crumbs add snap without density. Notable launches this year include Nestlé’s Yorkie Biscuit & Brownie, Côte d’Or’s Lotus Biscoff tablet, and Lindt’s Choco Wafer Dark.
Viral texture formats: Social media fuels demand for “ASMR” chocolate—popping candy, honeycomb, cornflake crunch. M&M’s POP’d Caramel, Lakrids by Bülow’s Lime Crackle, and NONA’S Corn Flake Crunch exemplify the trend.