Nestlé Confectionery has announced what it describes as the its most significant launch for the Chunky format of its flagship brand Kit Kat in 15 years – Kit Kat Chunky Double Caramel.
The new bar offers consumers a unique concept in chocolate singles, claims Nestlé Confectionery – two portionable halves, each containing a contrasting texture of caramel. One half will feature a smooth runny caramel inside while the other half contains a crunchy caramel filling. Each caramel texture will sit on top of crispy wafer and will be covered in thick milk chocolate.
The bar has an RRP of 58p, with stock available from 25th August.
It is intended to target an audience of 25-35 year olds, with the caramel centre ensuring a broad appeal.
Nestlé UK & Ireland spokesperson James Maxton said: “Kit Kat Chunky Double Caramel provides consumers with a unique concept – a bar of two halves, each containing a different caramel texture. This innovation is certain to capture shopper’s interest and excitement. In fact consumer research has shown that 71% of consumers would either probably or definitely buy Double Caramel compared to the typical new product propensity to buy of 54%.”
The new bar will be supported by a digital and social media campaign set to reach 23 million people with at least seven unique opportunities to see. A viral film designed for Youtube will launch in September and be amplified through social media and digital channels including Facebook and Google.
“Kit Kat has over one million fans on Facebook alone who will be keen to try this major new launch for themselves. Retailers should therefore expect a high level of trial, and in order to capitalise be sure to stock up from launch and create as high impact off-shelf displays as possible so shoppers cannot miss them,” advised Maxton.
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