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product news: KitKat extends into boxed chocolates

John Wood ·

Nestlé Confectionery’s flagship brand KitKat has announced its biggest innovation of 2018: KitKat Senses.

This new boxed chocolates launch sees KitKat move into a more indulgent, sharing format.

KitKat Senses is a box of twenty individually-wrapped bite-size chocolates. There are three different flavours: hazelnut, double chocolate and salted caramel. Each is the combination of KitKat chocolate and wafer with either a layer of praline and crunchy pieces of hazelnut (hazelnut), salted caramel filling infused with crunchy caramel flakes (salted caramel) or rich chocolate ganache and crunchy cocoa nibs (double chocolate).

The boxes will be available in two varieties, a mixed box which contains all three flavours as well as a hazelnut only box. Both have an RRP of £3.99 and will be available from the end of February.

The launch will be supported by a £7m campaign across 2018. This will include new TV advertising launching at the end of March and running until the beginning of June, as well as national sampling to drive trial and social media activity. The campaign is estimated to reach 98% of the target audience 36 times.

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