Nestlé to roll out bite-size extension of Toffee Crisp

Nestlé extending the Toffee Crisp brand with the launch of a bite-size product, due to launch later this autumn.

It will be positioned as a “sharing” product and will target the female market. It is understood it will be launched in a larger size, but will be extended into the impulse sector if it proves successful.

It is also understood that the product will have the same light texture as the bar, which consists of chocolate, toffee and rice, and will use the same orange and yellow packaging.

The launch is expected to be supported with a press and poster campaign, although it is not clear if it will receive TV support. It is thought to be the confectionery giant’s key launch before Christmas.

It is the first time Nestl頨as extended the bar in the UK, although the product is already available in Germany.

Nestl頩s believed to be keen to break into the bite-size market. It extended Aero into the category in 2005 with Aero Bubbles, building on the “Have you felt the Bubbles melt?” positioning of the core brand.

It also launched KitKat Kubes, smaller pieces of its four-finger bar, in 2003. Despite investing about 7m in the launch, it was withdrawn in 2005 after failing to make an impact with consumers.

The bite-size category is dominated by Mars-owned brands Maltesers, Galaxy Minstrels and Revels. Last year, it extended its flagship Mars brand into the category with Mars Planets.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here