March 26, 2019

KITKAT Senses launches new impulse bars

Chocolate brand KITKAT has extended its premium sharing box KITKAT Senses into the impulse category with the launch of two brand new singles format products.  

The two new premium singles KITKAT Senses Salted Caramel and KITKAT Senses Hazelnut have an RRP of 85p and are now available nationwide.

Each bar comprises three chocolates, perfectly packaged for the consumer’s next ‘me-time’ moment. The Salted Caramel variant comprises a thick layer of indulgent salted caramel filling infused with crunchy caramel flakes and crispy wafer covered in KITKAT chocolate. Hazelnut contains a layer of indulgent praline, crunchy hazelnut pieces and crispy wafer, all covered in KITKAT chocolate. 

The new KITKAT Senses singles give retailers the opportunity to trade up their shoppers’ breaks. As a category, premium singles are growing in value, up 26% year on year[1]. This growth is coming from millennial shoppers and the rise of the “treat yourself” mentality, whereby shoppers are self-treating and rewarding themselves. To fulfil this occasion shoppers are looking for an indulgent chocolate hit from a quality product.

KITKAT Senses singles follow on from the successful launch of KITKAT Senses in February 2018, which is a 200g pop-open sharing box of individually wrapped KITKAT Senses chocolates, available in a mixed box of Salted Caramel, Hazelnut and Double Chocolate flavours as well as individual flavour 200g boxes. The pop-open box makes KITKAT Senses perfect for sharing.

KITKAT Senses has proven popular with consumers, and has taken the brand into a more premium, evening shared occasion. Already worth almost £5m[2] and with launch penetration surpassing that of the top 5% of launches in the sector over the last five years[3], KITKAT Senses is recruiting a younger and more affluent millennial shopper into the category. What’s more, KITKAT Senses awareness is also ahead of new product launch norms and demonstrates a trial to repurchase rate higher than category averages[4].

The KITKAT Senses brand will benefit from two bursts of heavyweight media support in 2019 and is back on air with a first burst of TV advertising from 1 April through to June. It will also be supported by Social, Digital and Video On Demand advertising as well as a dedicated sampling campaign, and in-store support. Retailers are advised to stock up and display prominently as shoppers will be looking out for the new KITKAT Senses singles format in-store.


[1] Source: IRI Singles Confectionery £RSV value sales, data to 8th Sep 2018

[2] Source IRI data: value sales 52 w/e 26 Jan, 19

[3] Source: Kantar cumulative penetration launches into occasions w/e 20 May 2018

[4] Source: Milward Brown January 2019 Equity scorecard