Kitkat consumers will have the chance to win European flights thanks to the brand’s new partnership with Monarch and Aer Lingus airlines. The Lucky Break on-pack promotion will also offer the chance to claim £10 off a European return flight by collecting three promotional wrappers. Nestlé claims that the collect and save element will drive frequency of purchase and footfall in store.

The promotion is available across all Kitkat formats and runs from 27 January to 10 March. Stock will be available from 6 January. Lucky Breaks will be supported by £3.6m Kitkat brand media activity over the promotion period, which will include TV and digital advertising.

Kitkat is the second largest singles brand, growing ahead of the confectionery singles category, at +1.5%, according to Nestlé. The total Kitkat brand is worth £206m.