KitKat is launching a new mocha-flavoured limited edition, which it hopes will drive incremental sales this autumn.
The new KitKat Four Finger Mocha bar will be available from 24th August and has an rrp of 58p. It is the first time the brand has launched a mocha variety, with each bar consisting of four wafer fingers covered in coffee-flavoured milk chocolate.
The mocha flavour is designed to appeal to consumers who are keen to have a new, different, more exciting flavour twist from their favourite chocolate bars. It fits with the consumer trend towards café culture, and the growth in popularity of coffee-shop coffees. Nestlé hopes the mild coffee flavour will prove attractive to a broad audience of both males and females, and that younger consumers will also enjoy the sweeter taste.
The launch also coincides with the next phase of the £10m media campaign for the KitKat brand in 2015, with the Celebrate the Breaks campaign back on TV from September. The campaign, which centres on celebrating each individual’s unique break moment, whether it’s having a cuppa, playing football with friends, checking Facebook or simply doing nothing, has achieved record-breaking brand awareness in equity tracking, as well as 55% of viewers stating their purchase intent versus an FMCG average of 43%.
There will also be bespoke digital advertising activity to support the launch of the Mocha limited edition via Facebook and Twitter.
A Nestlé UK & Ireland spokesperson said: “With shoppers already set to be seeking out KitKat in store on the back of the heavyweight Celebrate the Breaks TV campaign, the new limited edition KitKat Four Finger Mocha will provide even more excitement and interest for shoppers. The message therefore for retailers is to stock up early to benefit from maximum sales.”
