mikadoThis month will see Kraft Foods launch Mikado, an exciting and unique chocolate biscuit snack specifically designed for on-the-go customers, supported by a £3 million media campaign.

The on-the-go biscuits snacking category is booming, achieving +16 per cent growth* and valued at £50 million*, and Mikado will help convenience retailers take advantage of the market. The unique, ultra-thin crunchy biscuit sticks are covered with wonderfully smooth milk chocolate, with one end left uncoated to make on-the-go eating even easier.

Mikado is available in three distinct formats: on-the-go snack 39g (17 sticks) priced at 69p (RRP) for impulse purchases, 3 x 39g multipack priced at £1.99 (RRP) for customers who want to plan ahead, and 75g priced at £1.19 (RRP) for a snack to share at home. All packs have real shelf appeal, and feature a ‘flip top’ opening for convenient snacking, as well as clear nutritional information so that customers are reassured that Mikado can fit into a balanced diet.

The launch will be supported by a £3 million media investment, including heavyweight TV advertising from April, and a bus campaign from June.

Jack Pipe, convenience sales director at Kraft Foods UK and Ireland, said: “This is an exciting opportunity for convenience stores to make the most of busy customers who want a quick snack on the move – its compact and portable packaging makes it perfect for pockets and handbags.

“Mikado is a unique and delicious treat that customers can nibble whenever they fancy – and because one end of each biscuit is left undipped, they won’t end up with sticky fingers!”
* Source: AC Nielsen 52 w/e 9.8.08, excludes Chocolate Covered Biscuit Bars

Kraft Foods
Tel: 01242 236101
www.kraftfoods.co.uk

1 Comment

  1. wandabourne

    where in mole valley can we get hold of mikados, my children love them and the shop we got them from have sold out and we cant find them anywhere else. you could send us a free box to keep us going untill we can find a retailer that sells them. thanx wanda,

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