Awakening of the Senses

Nestlé UK chose the 02 Arena as the launch pad for what it describes as the biggest confectionery launch of 2008.
New KitKat Senses, an impressive addition to the ever-growing KitKat portfolio, is a permissive, yet indulgent, snack which has unashamedly been created with women in mind. The company says that it is set to be an integral part of the Nestlé Multisnack vending range.
Available this month, the new snack is an attractive combination of light, crispy wafer, creamy hazelnut centres and smooth milk chocolate, contained within five pieces.
With just 165 calories, KitKat Senses targets two of the leading trends on confectionery and snacking – indulgence and permissibility – offering healthy-minded female consumers a well-deserved, everyday treat, without compromising any efforts being made to eat healthily at other times of the day.
KitKat is the major confectionery brand within Nestlé Multisnack, worth £15.43m in the out-of-home market alone, and enjoying a 25 per cent share of the market. The addition of Senses to the brand offers a significant opportunity to vending operators, by attracting more females into the currently male-dominated snacking market.
“Confectionery is the number two food consumed out-of-home, after sandwiches”, explained Martin Lines, Marketing Director, Nestlé Foodservices. “Therefore any new product has the potential to add value to this profitable market. As one of the top-selling products, KitKat is already leading the way in the vending sector, with the brand seeing 16.6 per cent growth year-on-year. The heritage of the established brand behind this exciting new product is set to generate widespread consumer interest”.
A £9m media campaign is planned throughout 2008, which will include extensive consumer television advertising, outdoor advertising, posters, trade and consumer PR campaigns, online activity and a 1.5 million bar sampling campaign. The intention is to generate widespread consumer interest in both the foodservice and vending arenas.
Nestlé claims that 77 per cent of consumers in pre-launch trials said that they would definitely/probably purchase new Senses, suggesting that there is already a clear market and demand for the product.