KitKat primed to drive category sales growth

This Autumn Nestlé Confectionery’s flagship brand KITKAT is set to delight retailers and consumers alike with the launch of two new products: the KITKAT Bites sharing bag and KITKAT Chunky Cookie Dough. Worth a huge £189 million, new activity from the KITKAT brand is certain to attract the attention of its wide reaching audience of consumers.
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Available nationally from 14th September, each 104g KITKAT Bites sharing bag is full of delicious mini KITKAT fingers and has an RRP of £1.59. Whilst KITKAT Chunky Cookie Dough sees KITKAT Chunky combine with yummy cookie dough for what is the first time this very popular flavour has been seen in mainstream confectionery in the UK. The new bar has been available since 22nd August and has an RRP of 60p.

The KITKAT Bites sharing bag is designed to capitalise on the long term shift in consumer behaviour in which sharing occasions with friends and family continue to grow in popularity. This is reflected in the fact that sharing confectionery sales have grown 33% in value since 2012.

Consumption is also moving towards evening sharing (post 6pm) when 47% of confectionery occasions now take place (up from 36% in 2000). KITKAT Bites is designed to capitalise on this opportunity, and consumer research agrees, with feedback stating that KITKAT Bites is perfect for in home sharing occasions, such as movie nights or appointment to view TV like X-Factor and Strictly Come Dancing.

The new launch will benefit from heavyweight media support, with a £4 million above-the-line advertising campaign that includes a bespoke 30 second TV ad, social media and POS support.

NESTLE

www.nestle.co.uk