Nestlé aims to grow category with new KitKat variant

Nestlé Confectionery’s flagship brand KitKat – worth an estimated £184m a year at retail – has announced the latest in a series of major initiatives for 2015 with the launch of new KitKat Snap amp; Share. With stock available from August 3, the 170g sharing block will be available in two flavour variants: Milk Chocolate and Cookies amp; Cream. Each has an RRP of £2.00.

The two new products are expected to generate incremental sales for both the brand, says Nestlé, and the total confectionery category by tapping into a number of consumption opportunities.

Firstly, the company asserts, bars are designed so consumers can “Snap amp; Share” them with friends and family, thus tapping into the major consumer trend for sharing confectionery. Secondly, chocolate blocks are known to have a younger audience compared to chocolate in general and are therefore expected to introduce KitKat to an even wider audience. And finally, KitKats are typically eaten as a snack during the day, whilst total chocolate blocks consumption is skewed towards the evening, therefore opening up more evening consumption occasions for the brand.

The launch will be supported by a media campaign, which will include TV advertising of the blocks alongside the brand’s Celebrate the Breaks activity, as well as bespoke outdoor posters.

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