Nestlé launches upmarket extension to Kit Kat range

Nestlé Rowntree is gearing up to launch an upmarket and indulgent extension to its Kit Kat brand. Kit Kat Editions is the first new product to be launched under the brand since Nestlé Rowntree managing director Chris White admitted earlier thi

Nestlé Rowntree is gearing up to launch an upmarket and indulgent extension to its Kit Kat brand. Kit Kat Editions is the first new product to be launched under the brand since Nestlé Rowntree managing director Chris White admitted earlier this year that it was losing sales (MW February 12).

The premium range will launch with two variants, rich golden caramel and Seville orange, and will be a 45g, single-finger bar, rather than in the traditional four finger format. It is understood that other flavours will be added to the range as limited editions.

The bar, which will cost 42p, is aimed at boosting sales of the overall brand and growing its share of the premium chocolate market. According to Information Resources data, the brand saw sales drop by 5.4 per cent last year. It is understood that it will be positioned to take on the recently launched Mars Delight, which is aimed at women. Nestlé is understood to be planning to invest several million pounds on the support campaign, which is likely to include television advertising.

News of the launch follows the recent announcement that Nestlé plans to launch low-carbohydrate versions of Kit Kat and Rolo. The product, which will have limited distribution, also aims to add value to the Kit Kat brand. Insiders say that Nestlé is adamant that extending the Kit Kat brand, rather than concentrating on the core product, will help to boost performance.

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