KitKat introduce KitKat Dark and new ‘foil fresh’ packaging

Nestl eacute; Rowntree is planning a new round of activity in cash and carries to promote its flagship brand, KitKat.

Nestl eacute; Rowntree sales communications manager Graham Walker said Nestl eacute;’s sales teams would be providing POS and support to cash and carries and were hoping to have huge displays in place prior to a major consumer initiative.

From September to mid October the company will be spending pound;5m promoting new “foil fresh” packaging for four-finger KitKat and KitKat Chunky, which it claims keeps the product five times fresher than current packaging.

In addition it will be increasing the percentage of chocolate on each four-finger bar.

The company will also be launching a new four-finger KitKat Dark, a premium dark chocolate version, on September 18. It will be a permanent addition to the KitKat range and will have an RRP of 39p.

Walker said: “New four-finger KitKat Dark sees one of the nation’s favourite chocolate brands enter one of the fastest growing confectionery categories.”

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