KitKat grew by 8.9% last year and jumped four places up the Top 100 table to 30.
Sales were boosted on three fronts – packaging, npd and promotion, according to Graham Walker, Nestlé UK trade communications and events manager.
First came the move to foil fresh flow wrap packaging, which improved the freshness of the product. As Walker states, “there’s nothing better than a nice crisp Kitkat when you snap it”. On four-finger Kitkats, the new packs enable consumers to run their thumbs down the bar and break off one single finger, which they couldn’t do with the previous flow wrap.
Secondly, there was npd in the shape of Kitkat four-finger dark, capitalising on the growth of dark chocolate. It won the Product of the Year accolade in the chocolate confectionery category.
It was all capped off with communication to the customer through a host of different media including TV and press advertising.
2007 £154.5m
2006 £141.9m
yoy change 8.9%
