Nestle unveils two new variants of KitKat sharing bar

Following the successful launch of the KitKat sharing bar format last year, Nestlé has added two new variants: Milk Chocolate and Brownie.

KitKat sharing bars are now the fifth best-selling sharing bars brand in convenience, having hit £18.4 million in value (Circana). The new additions join Hazelnut, Salted Caramel, Double Chocolate and Cookie Dough variants and are available as £1.50 PMPs and non-price-marked bars.

KitKat Milk Chocolate sharing bar features crispy wafer with a cocoa-flavoured filling and milk chocolate. The new SKU is designed to bring a creamier taste and richer filling to the classic KitKat experience.

KitKat Brownie sharing bar combines crispy wafer with milk and dark chocolate and a smooth brownie flavoured filling.

Each sharing bar has multiple break-off pieces, making it ideal for consumers to eat together with friends and family.

NPD drives one third (32.9%) of value growth in convenience, contributing to 5.6% of total sales over the last year (Circana). A new product from KitKat – a brand worth £338 million annually and outperforming overall confectionery at 11.4% year on year (Circana) – is therefore described as an ‘ultimate must-stock’.

Stephanie Scales, marketing manager for KitKat at Nestlé UK & Ireland, said: “We know a KitKat break is often about those small, everyday moments, whether you’re sharing with friends or taking five minutes to yourself.

“After winning over fans with our sharing bars, we wanted to bring even more flavour and choice into those moments. From the elevated Milk Chocolate to something rich and tasty like Brownie, there’s a bar to suit whatever you’re in the mood for.”