KITKAT taps into consumer trend for Salted Caramel with new launch

Nestlé Confectionery’s flagship brand KITKAT has announced the latest product to join its popular KITKAT Chunky range, the new KITKAT Chunky Salted Caramel Fudge bar. 

The launch forms part of the brand’s strategy to excite consumers by rotating new flavours each year. This new bar is the delicious combination of crispy wafer finger with a salted caramel fudge flavoured topping, covered in milk chocolate.

KITKAT Chunky Salted Caramel Fudge bar will be available from 20th August with an RRP of 65p.

Millennials, who make up over 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[1].

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. 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 No.1 chocolate singles launch[2], proving consumers love to try new flavours from the brand. This year’s launch has all the credentials to be yet another smash hit.

The launch will be supported by multi media campaign, which will include social media, sampling and PR.

Once in store the eye-catching pack design will ensure KITKAT Chunky Salted Caramel Fudge stands out on-shelf and is certain to capture shoppers’ attention.

[1] Data source: https://www.foodnavigator-usa.com/Article/2015/05/28/IRI-Millennials-are-hungry-for-new-products

[2] IRI extended snack outlets value sales data to 52 w/e 31st Dec 2016, KITKAT Chunky Cookie Dough single, confectionery new product launches.