Nestlé Confectionery is setting its sights on the popular sharing bags category with its second launch in six months from flagship brand KITKAT. New KITKAT Bites Peanut Butter will join KITKAT Bites which launched in September 2016 and is already a top 20 sharing bag[1].
Now available nationally, the new KITKAT Bites Peanut Butter sharing bag aims to tap into the growing popularity of peanut butter as a flavour variant[2]. Indeed KITKAT Chunky Peanut Butter has been a strong performer in the Chunky range proving it’s a winning flavour combination for both consumers and retailers[3].
What’s more, for the first time ever, the praline layer that lies between KITKAT’s classic wafer has been replaced. Each bitesize KITKAT finger will feature a layer of peanut butter instead, thus delivering the taste and texture of peanut butter in a product that’s perfect for sharing.
Both KITKAT Bites and KITKAT Bites Peanut Butter sharing bags are designed to capitalise on the long-term growth in sharing occasions with friends and family. This is reflected in the fact that sharing confectionery sales have grown 33 per cent in value since 2012[4].
The launch will be supported by a high profile media campaign from 3 March, with a spend of almost £3m, to ensure consumers cannot miss it. It will feature TV, Digital and Social Media and is expected to be seen by 40m people.
Haseeb Rahman, Business Unit Head – KITKAT and Biscuits said: “KITKAT is one of the UK’s favourite and most iconic chocolate brands, and this new launch is a win win for consumers and retailers alike as it combines the growing consumer trend for peanut butter products with the growing popularity of sharing confectionery. Indeed KITKAT is the ideal brand for this launch as ‘KITKAT and peanut butter’ have already proven to be a successful flavour combination, with KITKAT Chunky Peanut Butter one of the best loved variants in the range. Retailers looking to maximise sales should be sure to stock up as soon as possible to ensure consumers can’t miss them when the media campaign launches and awareness is at its highest.”
[1] IRI Infoscan w/e 31-Dec-16
[2] IRI Product Growth Categories 2016 (All figures from IRI (All Outlets) except from IRI Retail Advantage top 9 supermarkets only)
[3] IRI Infoscan w/e 31-Dec-16
[4] IRI InfoScan w/e 21-May-16