Nestlé launches limited Kitkat chunky flavour range

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Nestlé is set to create the ultimate KitKat Chunky range this summer with its new ‘KitKat Flavourites’ event.

Two of the nation’s favourite flavours – Milk Chocolate and Peanut Butter – will star as the headline acts, due to being the most popular variants over the past eight years.

The first ‘flavourite’ to return is KitKat Chunky Cookie Dough, after being a hit with shoppers in 2016, becoming the no.1 confectionery singles to launch that year, achieving almost £7.5 million sales(1).

KitKat Chunky Cookie Dough

Available from today (23rd July), the bar consists of a crisp wafer finger coated in a thick layer of cookie dough filling with chocolatey pieces, covered in a delicious layer of thick KitKat chocolate.

The next ‘flavourite’ to return is KitKat Chunky Mint from 17th August for a limited time.

Mint ranks as the country’s second favourite flavour after caramel, with sales of mint flavour products +7.4%(2).

In 2013, mint proved a winning flavour for KitKat as consumers voted the bar as their No.1 Chunky Champion, ahead of other flavours such as Hazelnut and Chocolate Fudge.

KitKat Chunky Mint

With just one production run on the mint bars, retailers are urged to stock up before it’s gone.

The two returning flavours will join KitKat Chunky Milk Chocolate and Kitkat Chunky Peanut Butter to create the ultimate chunky range for shoppers.

The flavourites event aims to boost the singles category and will benefit from £1 million media support, including social media, video-on-demand advertising and trade support.

However, with coronavirus pandemic has had a bigger impact on singles sales than other areas of confectionery, with most purchases being generated through impulse.

However, as lockdown eases, snacking missions are returning to a more normal pattern, with ‘hunger’ products accounting for 31% of singles sales.

Kitkat Chunky Milk, Cookie Dough and Peanut Butter will be available in both price-marked (2 for £1) and non-price-marked (RRP 65p) packs.

1 Source: IRI data: CSV, Full Year 2016
2 Source: IRI 52 Week Sales Mar 2020