Nestlé unveils ShAero packs


Nestlé has launched a new campaign for its chocolate brand AERO, featuring a new eye-catching ShAero pack design.

Available now, the limited-edition packs are designed to capture shoppers’ attention by featuring a selection of different messages. The ‘Who will you ShAero with’ phrases are suited to each format and flavour and highlight great ways to share your AERO such as over a cuppa, on date night, with a movie or on a road trip.

The packaging will feature across the chocolate brand’s range of popular sharing blocks, including the new Dark & Milk flavour sharing bar launched earlier this year, as well as Peppermint Bubbles sharing bags, and will be promoted via PR and social media activity by the brand.

The past two years have seen substantial growth in sharing blocks and bags formats, Nestlé noted. Whilst total confectionery has grown 1.6 per cent, the chocolate blocks category has grown significantly over the same time at 10.5 per cent.

Nestlé said the this growth has been driven by a strong performing AERO brand which grew an incredible 27.5 per cent, with AERO blocks 28.8 per cent. AERO’s sharing bags have also contributed to the brand’s growth with sales 18.7 per cent in the past year alone [IRI].

“After the past couple of years when lockdowns have meant many of us have missed out on social occasions with friends and family, we really wanted to celebrate the return of getting together with loved ones,” Amy Bennett-Inge, AERO brand manager, commented.

“We know AERO is already popular during sharing occasions, and ShAero is designed to celebrate this.”

In addition to the ShAero activity, the brand also recently announced the launch of a brand-new innovation AERO Melts. AERO Melts are delicious buttons of light and bubbly chocolate that melt effortlessly in the mouth for a moment of chocolatey indulgence, available in milk chocolate and caramel flavour sharing bags. The launch has been supported by a £1.6 million media spend, including social, digital, OOH, PR and sampling activity, to ensure shoppers cannot miss it.