Nestlé Rowntree is launching its dark chocolate Black Magic brand into the chocolate bar category to tap into the consumer demand for healthier snacks. It is due to be launched later this year.
The three-variety range will be positioned as a mainstream chocolate bar and will target consumers looking for an everyday treat. It will come in 100g bars and will be priced at £1.09.
It is understood the launch will receive a significant support package, which is expected to include a TV campaign. An industry source says the launch aims to take advantage of the growing demand for dark chocolate, which is regarded as healthier than milk chocolate, as well as building Nestlé’s credentials in the better-for-you snacks category.
Nestlé has been ramping up its range of dark chocolate products over the past year. It extended Black Magic, which is traditionally a boxed chocolate product, into mini eggs last Easter and also had a limited edition Kit Kat Dark.
The confectionery giant has also been developing its dark chocolate After Eight brand. It has introduced After Eight Straws and new flavours, such as orange.
The launch coincides with a relaunch of Cadbury’s Bournville brand, which dominates in the dark chocolate sector. It is understood to be overhauling the packaging and investing in new marketing support.
Cadbury also attempted to tap into the dark chocolate category with the launch of Flake Dark last year (MW July 13, 2006).