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Product news: Nestle cuts sugar in KitKat

John Wood ·

Nestlé Confectionery’s flagship brand Kitkat is introducing a new recipe across its milk chocolate range - with each chocolate bar now containing extra milk and cocoa and less sugar – supported by a multi-million pound advertising campaign.

Nestlé insists that KitKat will have the same taste, but now with an increase of milk by 20% and cocoa by 13%.

As part of the company’s commitment to reduce sugar in its product range, this will result in an estimated 280 million fewer teaspoons of sugar used in KitKat across the year.

The core KitKat milk range (four-finger, two-finger and Chunky) will feature a flash on the front of packs for six months to communicate the “now with extra milk and cocoa” message to consumers.

The move will be supported by £3.6m media campaign featuring new TV advertising, video on demand, and social media. The campaign is expected to be seen by 42 million people at least nine times.

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