Glendale-based Nestle caused a ripple in the world of chocolate lovers when it recently announced it was making changes “to improve” its secret Nestle Crunch recipe.

“Nestle Crunch lets fans of all ages feel like kids again, so you can bet they have definite opinions about what we’ve changed in our secret recipe,” said Tricia Bowles, spokesperson, Nestle Confections & Snacks.

Originally launched in 1938, the new version of the “Crunch” product was launched with an ad campaign whose theme is “What’s behind the even more scrumptious taste?”

So what exactly is different about the new Nestle Crunch? The company is not exactly saying. In fact, Nestle wants to fuel “…further speculation,” while pointing consumers to its Facebook page to share feedback.

“We first mentioned our new recipe on the Nestle Crunch 800 number and we’ve been blown away by the more than 400,000 calls that have poured in from fans,” said Bowles.