Nestlé Confectionery’s flagship brand KIT KAT has announced its most significant launch for its Chunky format in fifteen years – KIT KAT Chunky Double Caramel.
The new bar is set to offer consumers a unique concept in chocolate singles – two portionable halves, each containing a contrasting texture of caramel. One half will feature a deliciously smooth runny caramel inside whilst the other half contains a crunchy caramel filling. Each caramel texture will sit on top of crispy wafer and will be covered in thick milk chocolate.
KIT KAT Chunky Double Caramel targets an audience of 25-35 year olds, with the caramel centre ensuring a broad appeal.
Nestlé UK & Ireland spokesperson James Maxton says: “KIT KAT Chunky Double Caramel provides consumers with a unique concept – a bar of two halves, each containing a different caramel texture. This innovation is certain to capture customer’s interest and excitement. In fact consumer research has shown that a huge 71% of consumers would either probably or definitely buy Double Caramel compared to the typical new product propensity to buy of 54%.”
The new bar will also be supported by a digital and social media campaign set to reach 23 million people with at least seven unique opportunities to see. A viral film designed for YouTube will launch in September and be amplified through social media and digital channels including Facebook and Google.
“KIT KAT has over 1 million fans on Facebook alone who will be keen to try this major new launch for themselves. Operators should therefore expect a high level of trial, and in order to capitalise be sure to stock up from launch and create as high impact off-shelf displays as possible so shoppers cannot miss them,” advises Maxton.
KIT KAT Chunky Double Caramel is the latest launch from the KIT KAT brand, which is worth a huge £184 million in the UK. The KIT KAT Chunky format is a top 10 Hunger brand, with total singles sales worth £32 million.