Nestlé Confectionery has launched a Kitkat Chunky Salted Caramel Fudge bar as part of its strategy to rotate new Kitkat Chunky flavours each year.
Combining a crispy wafer finger with a salted caramel fudge flavoured topping, covered in milk chocolate, the new bar will be available from 20 August with an rrp of 65p.
Millennials, who make up more than 20% of the UK population, increasingly expect exciting innovation from brands, with 38% ‘always looking for new food products to try, making them a lucrative audience to attract to the brand and category (IRI 2015 New Product Survey).
Salted caramel products benefitted from a strong growth in popularity in the past twelve months, both in terms of value sales and the number of people buying them. On-trend flavours, such as salted caramel, are proven to bring impulsive millennial consumers into both the brand and category, claims Nestlé.
Last year’s flavour variant, Kitkat Chunky New York cheesecake had 70% purchase intent with millennials, whilst in 2016 Kitkat Chunky Cookie Dough was the number one chocolate singles launch (IRI 52 w/e 31st Dec 2016).
The launch will be supported by a multi media campaign, which will include social media, sampling and PR.