Kitkat Chunky cookie dough (rrp 60p) - combination of Kitkat Chunky and cookie dough - is available now and is set to appeal to a younger adult audience.
Meanwhile, 104g sharing bag Kitkat Bites (rrp £1.59) contains mini Kitkat fingers and will launch on 14 September. The bag is designed to capitalise on trend towards sharing with friends and family. In fact, the firm claims that sharing confectionery sales have grown 33% in value since 2012. Consumption is also moving towards evening sharing (post 6pm) when 47% of confectionery occasions now take place (up from 36% in 2000), says Nestlé.
The Bites launch will benefit from heavyweight media support, with a £4m above-the-line advertising campaign that includes a bespoke 30 second TV ad, social media and point of sale support, while Kitkat Chunky cookie dough will be supported by £1m marketing activity, focusing on social media and outdoor posters.
Haseeb Rahman, business unit head – Kitkat and biscuits said: “Both new products, Kitkat Bites and Kitkat Chunky cookie dough, are designed to target consumer trends which are happening right now and therefore appeal to a wide audience. Retailers looking to maximise sales should be sure to stock up as soon as possible to ensure consumers can’t miss them when the media campaigns launch and awareness is at its highest.”
The firm claims that the Kitkat brand is currently worth £189m.