Nestlé to launch Kit Kat Chunky Caramel bar

Nestlé Confectionery’s flagship brand Kit Kat, which has an RSV of £184m [IRI Value Sales 52 w/e 21st June 2014], has announced what the company calls “our most significant launch for its Chunky format in fifteen years” – Kit Kat Chunky Double Caramel.

The new bar offers consumers what Nestlé describes as “a unique concept in chocolate singles” – two portionable halves, each containing a contrasting texture of caramel. One half will feature a smooth runny caramel inside whilst the other half contains a crunchy caramel filling. Each caramel texture will sit on top of crispy wafer and will be covered in thick milk chocolate.

The bar, which is aimed at 25 – 35 year olds, has an RRP of 58p, with stock available from August 25.

Nestlé UK amp; Ireland spokesperson James Maxton says: “Consumer research has shown that a huge 71% of consumers would either probably or definitely buy Double Caramel compared to the typical new product propensity to buy of 54%.”

The new bar will also be supported by a digital and social media campaign set to reach 23 million people with at least seven unique opportunities to see. A viral film designed for YouTube will launch in September and be amplified through social media and digital channels including Facebook and Google.

“KIT KAT has over one million fans on Facebook who will be keen to try this major new launch for themselves. Retailers should therefore expect a high level of trial, and in order to capitalise be sure to stock up from launch and create as high impact off-shelf displays as possible so shoppers cannot miss them,” said Maxton.

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