Nestlé Confectionery has released a peanut Lion bar variant exclusive to the convenience channel. Available from the end of the month, the new bar comprises wafer, chewy caramel, cereals and peanuts enrobed in milk chocolate. Priced at 41p, the bars come in outers of 24.

Predominantly eaten by men (66%) aged between 25-34yrs old, the Lion brand sits within the ‘Hunger’ need state. With innovation key to driving Hunger confectionery sales (3.7 million consumers bought hunger NPD in 2013), the brand’s new launch also capitalises on the trend for nut-based confectionery which has seen a long term growth in consumption, up 18% since 2009.

Nestlé UK & Ireland senior corporate communications manager James Maxton says: “Peanut Lion has been designed with the express intent of helping convenience retailers grow their confectionery sales. Not only is the bar itself priced to encourage both trial and repeat purchase from shoppers, but the smaller count outer has also been designed to appeal to smaller retailers making it more accessible for them to trial the product for their stores. To maximise sales from launch retailers should be sure to utilise the eye-catching display outer and site where shoppers cannot miss it.”

Lion bar is worth £10m within the singles confectionery category.