NestlÃ© Rowntree is planning a head-on battle with Cadbury and Masterfoods with the launch of Double Cream Egg to be sold during the Easter period. It is the brand’s first extension since it launched last autumn.
The egg has a whipped, fluffy centre with bits of coco, and is covered with Double Cream chocolate. The launch will also include a boxed “shell egg” with two filled eggs.
NestlÃ© hopes that the Double Cream brand, which has a premium mainstream positioning, will stimulate new interest in the chocolate bar market. It is understood that NestlÃ© is keen to challenge the dominance of Cadbury’s egg range, which includes Creme Egg and the white chocolate brand Dream, as well as the Masterfoods range, which includes Galaxy.
Industry insiders say the new additions will give the Double Cream brand a much-needed boost. It is understood the brand has not done as well as NestlÃ© had hoped and that the company believes it needs to generate interest with promotional activity. NestlÃ© is expected to support the launch of the egg with a new campaign.
Double Cream is only the second completely new brand to be launched by NestlÃ© in 22 years. It was supported by a £9m campaign that included television advertising created by Lowe. NestlÃ© has earmarked £35m to support the brand over the next five years.