Nestlé has made some novel additions to its spring confectionery range for 2011 to help retailers make the most of the longest spring season since 1943.
Heading the impulse and novelty launches is Aero Lamb, a moulded novelty lamb figure filled with bubbly milk chocolate. The new product is expected to appeal to chocolate lovers of all ages and should be retailers’ number one priority, stocked at the till or in a high-traffic area using the branded point-of-sale available. Rrp is 61p.
Smarties Spring Friends, a range of three hollow milk chocolate characters filled with mini Smarties, also joins the impulse range. The chick, bunny and bee characters can be hung up, making them perfect for Easter egg hunts. Rrp is 61p each. Point-of-sale material available includes a mixed 36-outer counter-top unit with a pouch front that flips out.
Following the success of Bluebell, the Milkybar cow-shaped white chocolate, which grew by 89% in 2010 with 68% of those sales being incrememental (source: IRI), Nestlé has launched Smarties Chicken & Egg. The new product is a chocolate moulded chicken with a chocolate egg inside, which is filled with mini Smarties. Rrp is £2.55.
Smarties Chicken & Egg and Milkybar Bluebell should be merchandised in high-traffic areas, and new pre-filled point-of-sale units are available for larger convenience stores.
Also new for spring is interactive packaging for Smarties shaker eggs; Munchies adult egg; and full distribution for Yorkie Truck, which was trialled last Easter.
According to Kantar Worldpanel, one in four Easter shoppers purchase seasonal impulse products in January, making it vital for retailers to stock their impulse spring ranges from January, keeping it visible throughout the season to ensure maximum sales.
Graham Walker, Nestlé UK trade communications manager, says: "To make the most of the longer season in 2011 retailers need to ensure unmissable visibility of big brands and new lines across the whole season from early seasonal impulse products to purchases at Valentine’s Day and Mother’s Day through to Easter gifts."