Nestlé Rowntree in £35m revamp of Double Cream chocolate brand

Nestlé Rowntree is positioning its Double Cream brand as a direct competitor to Cadbury’s Dairy Milk and Masterfoods’ Galaxy, with its first major development of the brand since it was launched last year.

It is understood that Nestlé is planning to develop five or six bars under the brand. These are likely include a white and a dark chocolate bar. It is already planning to launch a Double Cream Egg, which will have a whipped fluffy centre with bits of cocoa in it, to be sold during the Easter period (MW August 7).

Nestlé is understood to have earmarked £35m to support the brand over the next five years. Industry sources say that the brand needs further support to move it on from its launch campaign, which included TV advertising created by Lowe. The ads focused on the Ecuadorean origin of the beans that are used to make the bar, and positioned it as a premium chocolate brand.

Double Cream is receiving support from Nestlé’s Pop Idol sponsorship. The Choc Idol promotion, which has been created by M&C Saatchi, shows six chocolate bars transformed into popstar wannabes. Viewers are then invited to vote for their favourite.