Nestlé has unveiled the latest addition to its KitKat range – 70% Dark.
The limited-edition bar combines four fingers of KitKat’s trademark wafer with dark chocolate. It has gone on sale exclusively in Sainsbury’s.
In a first for both KitKat and Nestlé Confectionery in the UK and Ireland, the dark chocolate bar is made with cocoa mass sourced from families enrolled in Nestlé’s cocoa income accelerator programme.
Hannah Boyle, Brand Manager for KitKat at Nestlé UK & Ireland, said: “The introduction of KitKat 70% Dark to our range of iconic chocolate bars is a great way to kick off the new year. The combination of our signature crispy wafer and the rich, smooth dark chocolate creates a truly indulgent experience that we’re confident chocolate fans will love.
“And while the bar is delicious, we’re also proud of how it has been made – with cocoa mass sourced from families enrolled in the income accelerator programme. While chocolate fans enjoy their KitKat 70% Dark, they can learn a little bit more about how their break is helping to improve the livelihoods of cocoa farming families and their communities by scanning the QR code on the pack.”
NAM Implications:
- Nestlé will not have launched this KitKat 70% Dark without minimising the risk of traditional brand cannibalisation
- Meaning incremental growth will be at the expense of rivals…
- Time for stakeholders to reassess relative competitive appeal in the category?
