Nestlé Rowntree is aiming to give wholesalers and independent retailers a big slice of the action as it embarks on a major drive to develop Aero into a Â£100m brand by the end of the year.
In a move it claims should add Â£25m to Aero’s annual sales of Â£75m, it is launching new bite size balls of Peppermint Aero called Aero Bubbles.
The new product will come in two formats, a 42g impulse pack with an RRP of 43p, and a 147g pouch with an RRP of 1.49.
The impulse packs will come in display outers of 36, which will help the product stand out at cash and carries, and are designed to be placed on retailers’ counters or to provide stand out on shelves.
The launch, on April 4, will also be backed by a spend of Â£0.5m on POS to be used by wholesalers and retailers, and will be followed in May by a major push into the independent sector.
Sales communication manager Graham Walker says: “We have a 400-strong sales team who will be driving distribution by contacting every independent retailer in the country during May and June.”
In addition Nestlé Rowntree will be introducing new packaging for all Aero products to make them stand out better on shelf as well as introducing a new creamier recipe for its chocolate.
Aero Milk and Aero Peppermint blocks are also being increased from 125 to 150g with no price increase and new block variants, Aero Sticky Toffee and Aero Irish Cream, will also be launched.
All the activity will be backed up by a Â£6m media spend during 2005 including a new TV campaign.
Contact: 0800 073 0200