Nestlé Rowntree is understood to be planning low-carbohydrate versions of its Double Chocolate and Aero brands, following the success of its first foray into the market last year with Kit Kat and Rolo.
Industry insiders say Nestlé is planning to launch low-carbohydrate versions of Aero and Double Chocolate because they are indulgent products, the type that appeals to most low-carbohydrate consumers. It is understood that sales of the low-carbohydrate Rolo variant have outstripped those of the Kit Kat version, as the latter is seen as more of an everyday snack.
Nestlé is also thought to be planning flavour variants of the low-carbohydrate Kit Kat. The products are likely to be launched towards the middle of the year and will be available in health and wellbeing outlets such as Superdrug. The confectionery giant did not use advertising to support the launch of the first round of products, and it is not clear whether it will advertise the new products.
According to data from Nestlé, the low-carbohydrate confectionery market was worth &£20,000 a week before the launch of the company’s low-carbohydrate options, but this rose to &£120,000 a week when the low-carbohydrate Rolo and Kit Kat variants went on sale.