Nestlé in multi-million pound Wonka mega-launch

In what the company is calling its “biggest news of the decade”, Nestlé Confectionery is launching the Wonka chocolate brand in the UK.

The brand launches later this month with three products: Wonka’s Millionaires Shortbread (caramel and shortbread biscuit pieces covered in milk chocolate);  Wonka’s Chocolate Nice Cream (smooth vanilla crème topped with chocolate sauce and covered in milk chocolate); Wonka Crème Brulee  (vanilla crème topped with a caramel crunch surrounded by a milk chocolate shell).

Stock of Millionaire’s Shortbread (36g) and Chocolate Nice Cream (37g) will be available in impulse bar format from 26 August 2013. Both have an RRP of 60p and come in 35 count outers.  Stock of all three flavours will be available in 100g chocolate blocks from 23 September 2013, RRP £1.29, packed in 20 count outers. The bars contain no artificial colours, flavours or preservatives and are made from 100% sustainably sourced cocoa.

According to Nestlé UK’s trade communications manager Graham Walker, “trade innovation in confectionery is key to growing the category and has driven over £600m sales in the past four years [IRI Total Grocery Value Sales for new registered products July 2009 – July 2012]. However, the majority of this is from flavour variants and format extensions of known brands.

“Consumer feedback shows that they want something exciting, genuinely new and different and the Wonka brand is aiming to provide just that,” said Walker.

In consumer testing conducted by Incite, an 80% of consumers questioned said they would either definitely or probably buy the new Wonka chocolate bars versus a product norm of 60%. And, whilst the brand’s core target audience will be mums aged 30-45, testing has proven the bars are just as popular with 16-25yr olds as they are with 55-64yr olds. Additionally, 87% of those questioned thought the brand was suited to the whole family {Millward Brown].

The brand will be supported by a £3.6m media campaign which includes TV advertising, digital advertising and huge in-store investment. According to Walker the campaign will reach 42 million adults (85% of the population) which opens up a huge opportunity for wholesalers and their retail customers.

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