Nestlé UK adds KitKat Senses to premium chocolate portfolio

By Douglas Yu contact

- Last updated on GMT

Nestlé UK looks to seize on growth in premium chocolate. Photo: Nestlé
Nestlé UK looks to seize on growth in premium chocolate. Photo: Nestlé

Related tags: Chocolate, Premium chocolate, Kitkat, Nestle, Nestlé uk

Nestlé UK will introduce a range of ‘more premium’ KitKat Senses chocolate in three flavors: hazelnut, double chocolate and salted caramel, later this month.

KitKat Senses is a box of individually wrapped bite-size chocolates. Each box can be turned into a sharing platter once it is popped open, “making it ideal for dipping into with friends and family on those special occasions,”​ said Nestlé.

KITKAT Senses box open
Pic: Nestlé

The company stressed this is “a big innovation”​ for its confectionery business in 2018. It comes soon after the firm introduced premium brand Les Recettes De L’Atelier to the UK​ last month.

KitKat Senses will be supported by a £7m ($9.6m) campaign throughout 2018 from March 19. It will include new TV advertising as well as communication across social and digital media and a national sampling campaign.

“We know our consumers want something special when they buy confectionery and it’s exciting to bring in these new KitKat chocolates,”​ said Alex Gonnella, marketing director for Nestlé UK confectionery unit. “[KitKat Senses] is another example of us developing a new, innovative product that gives consumers a more luxury option.”

KitKat also unveiled a new character, “Joe the Mug,”​ on its packaging earlier this year to show how it can be consumed with hot drinks, as well as a lemon drizzle-flavored variety, which Nestlé will expand beyond Asda to the entire UK soon.

Related topics: Manufacturers, Chocolate, Nestlé, Premium

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