Nestlé Confectionery is to launch a new product in the Kit Kat Chunky format – adding two types of caramel to the mix.
The Kit Kat Chunky Double Caramel offers a unique concept in chocolate singles, with two portionable halves each containing a contrasting texture of caramel. One half contains a smooth runny caramel while the other has a crunchy caramel filling. Each texture sits on top of a crispy wafer and is covered in thick milk chocolate.
Nestlé says the chocolate bar is aimed at an audience of 25-35 year olds. The company also cited consumer research which showed that 71 per cent of consumers would either “probably or definitely” buy the new product compared to “the typical new product propensity to buy of 54 per cent”.
Product launch will be supported by a digital and social media campaign, with the company creating a film specifically designed for YouTube.
Nestlé says the Kit Kat brand is worth £184m in the UK, with the Chunky format taking total singles sales worth £32m.
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