Nestl̩ to launch Double Cream bar Рits first new brand for five years

Nestlé Rowntree is to launch a chocolate bar, called Double Cream, backed by a multi-million pound television campaign.

Nestlé Rowntree is to launch a chocolate bar, called Double Cream, backed by a multi-million pound television campaign. It marks Nestlé’s first new chocolate bar brand for five years, and only its second in 22 years.

Double Cream, to be targeted at women, will be on sale by the end August. It is made with Bolivian chocolate.

Nestlé’s last launch was Maverick in 1997, but the brand was discontinued in 2000. Before that, the last launch was Drifter in 1980. Nestlé’s preferred strategy has been to launch variants of existing brands.

Last year, it brought out a white chocolate Kit Kat Chunky to challenge Cadbury’s Dream Bar (MW December 13, 2001) and it has also brought out a number of variants of its Aero brand in the past few years.

One industry insider claims that Nestlé is trying to capture a new segment of the market: “Double Cream is pitched somewhere between Lindt and Cadbury’s Dairy Milk.”

Nestlé is also planning a &£5m relaunch of Polos, with redesigned packaging.

Advertising for both brands will be handled by J Walter Thompson. The agency created a &£3.5m campaign for the Yorkie relaunch, using the tagline: “Yorkie, it’s not for girls” (MW March 28).

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here