New KitKat variant aims to break into confectionery category

KitKat snap & share blocks

Nestlé has revealed an addition to the KitKat family with the launch of new KitKat Snap & Share.

With stock available from 3rd August, the 170g sharing block will be available in two flavour variants: Milk Chocolate and Cookies & Cream. Each has an rrp of £2.00.

Nestlé hopes the two new products will generate incremental sales for both the brand and the total confectionery category by tapping into the major consumer trend for sharing confectionery.

The launch will be supported by a media campaign, which will include TV advertising of the blocks alongside the brand’s Celebrate the Breaks activity, as well as bespoke outdoor posters.

“New KitKat Snap & Share is set to introduce the much loved KitKat brand to a wider audience of consumers as well as a wider array of consumption occasions,” said a Nestlé UK & Ireland spokesperson.

“With the support of a media campaign to generate awareness of the launch, shoppers will be looking for the new bars in store. Convenience retailers are therefore advised to stock up and display them off-shelf in high footfall areas so shoppers cannot miss them.”

The bars will also join the newly launched Aero Mousse chocolate block, which has been available from June.