Kit Kats for sharing

Kit Kat, the UK’s third largest chocolate confectionery brand, is launching the Kit Kat Pop Choc sharing bag, supported by a £3 million media campaign.

Available from 1 March, Kit Kat Pop Choc are bitesize pieces of the wafers coated in milk chocolate. Containing no artificial colours, flavours or preservatives, the new sharing bag also features ‘LOVE TO SHARE’ branding in keeping with the updated Nestlé chocolate sharing bag range.

The sharing bag category is worth £793m, with the increasing popularity of sharing products pushing its growth ahead of total confectionery to 9%. What’s more, chocolate sharing bags is the fastest growing confectionery category with sales up a huge 20%, worth £298m1.

This campaign will form part of a huge £7m investment in the brand in the first quarter of this year. Graham Walker, Nestlé UK Trade Communications Manager, says, “With the chocolate sharing bag category experiencing huge growth, retailers could create impactful displays in store to make the most of the media investment.”