mikadoThis month will see Kraft Foods launch Mikado, an exciting and unique chocolate biscuit snack specifically designed for on-the-go customers, supported by a £3 million media campaign.

The on-the-go biscuits snacking category is booming, achieving +16 per cent growth* and valued at £50 million*, and Mikado will help convenience retailers take advantage of the market. The unique, ultra-thin crunchy biscuit sticks are covered with wonderfully smooth milk chocolate, with one end left uncoated to make on-the-go eating even easier.

Mikado is available in three distinct formats: on-the-go snack 39g (17 sticks) priced at 69p (RRP) for impulse purchases, 3 x 39g multipack priced at £1.99 (RRP) for customers who want to plan ahead, and 75g priced at £1.19 (RRP) for a snack to share at home. All packs have real shelf appeal, and feature a ‘flip top’ opening for convenient snacking, as well as clear nutritional information so that customers are reassured that Mikado can fit into a balanced diet.

The launch will be supported by a £3 million media investment, including heavyweight TV advertising from April, and a bus campaign from June.

Jack Pipe, convenience sales director at Kraft Foods UK and Ireland, said: “This is an exciting opportunity for convenience stores to make the most of busy customers who want a quick snack on the move – its compact and portable packaging makes it perfect for pockets and handbags.

“Mikado is a unique and delicious treat that customers can nibble whenever they fancy – and because one end of each biscuit is left undipped, they won’t end up with sticky fingers!”
* Source: AC Nielsen 52 w/e 9.8.08, excludes Chocolate Covered Biscuit Bars

Kraft Foods
Tel: 01242 236101

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