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New launch to boost Kit Kat brand
Nestlé is turning to the dark side with the launch of Kit Kat Dark.
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| Kit Kat Dark |
With dark chocolate predicted to grow 40% by 2010, the chocolate manufacturer is set to cash in on the chocolates growing popularity. Kit Kat Dark, made with 52% cocoa solids, is available in a four finger pack. Retailing at 39p and available from 18 September. Nestlé also announced quality improvements to Kit Kat. All Kit Kat variants, except Kit Kat two finger, will be wrapped in new foil fresh packaging, which keeps the product fresh five times longer. Four finger variants will have a higher proportion of chocolate and each finger will feature the classic oval stamp.
Andrea Anderson, brand manager for Kit Kat, said 2006 has been a good year for the brand.While chocolate confectionery was down 1% in the first 26 weeks of the year, sales of Kit Kat four finger were up 16% and Kit Kat Chunky rose by 38%. Anderson claimed Kit Kat Chunky penetration had risen 11% to 14.5%. The Big Brother Golden Ticket promotion has established Kit Kat with a younger market and helped drive share to its highest level for the last 48 weeks, she added. Nestlé allocated £13.8m across 2006 to supporting Kit Kat, including a £5m investment in mid September to October to advertise the foil pack.It also announced a review of the limited edition Kit Kats over the next few months and said it would probably be used only as a promotional technique in the future.
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