Nestlé Confectionery launches core Christmas range

A massive £11.5m marketing spend is planned to help drive footfall to stores.

Graham Walker, Nestlé UK Trade Communications Manager, says: “In 2007 there were 305 confectionery products for retailers to choose from, but just 72 delivered 80% of sales.

“Getting the right range is the most important factor in ensuring that independent retailers make the most of this vital seasonal opportunity. It is with this in mind that Nestlé Confectionery has developed its new Christmas range.”

This year Nestlé Confectionery will once again make a significant commitment to reduce packaging waste across its Christmas portfolio. This includes reducing the amount of packaging used, using more recyclable packaging and encouraging consumers to reuse and recycle through innovative on pack communication.

What's more, benefiting from an additional 1.7m households in 2007, family sharing is the fastest growing occasion. In 2008 Nestlé Confectionery will offer an even greater support package for leading brand Quality Street, which will include the return of the successful Quality Street TV campaign from Christmas 2007.

Quality Street

Quality Street is synonymous with Christmas and is the number one family share confectionery brand, an achievement, which it has accomplished for the third year running! As a result the 1.2kg tin and 480g carton are must stocks for small shops.

Also key will be the newly rebranded Quality Street MY Favourites, designed to have broader appeal than the previously named Quality Street Big Ones, as seasonal impulse is a growing opportunity for incremental sales. This Christmas, Nestlé Confectionery is adding to its range with the launch of a new MY Caramel Swirl variant to accompany its MY Green Triangle and My Purple One sweets.

Adding further to the range, Nestlé Confectionery is re-branding Matchmakers under the Quality Street banner. The change, which is designed to target sofa led sharing occasions will be communicated by a strong support package that will include sampling, money off coupons and PR.

After Eight

After Eight is the dominant brand for table led sharing, with 45% of the market, and it also has the most loyal customer base. To capitalise on its position, After Eight will benefit from a new pack design and a range rationalisation. A £3m media spend will focus on the core 300g pack, which will also be available in a 50% extra free format to help drive further sales.

Kids Gifting

Confectionery is the biggest and fastest growing area of small gifts, up 61%. Giant tubes make the perfect treat or stocking filler and should be stocked early to drive repeat purchase, especially as they have seen strong growth over the last 3 years.

The major trend influencing mums is permissibility. In line with this trend and building on its No. 1 position Nestlé Confectionery is expanding its range with the launch of two great new packs – the Rowntree's Pick & Mix Giant Tube and Blue Smarties Giant Tube. Smarties contain no artificial colours or flavours as does Rowntree's, which also contains 25% real fruit juice and Milkybar is made from all natural ingredients.

The growth in selection packs in 2007 was driven by Nestlé Confectionery brands, which performed excellently, up 18%. This Christmas, Nestlé Confectionery will only use full size bars and will significantly reduce packaging by re-launching its range in smaller packs, a message that will be communicated on pack and in women's press.

Walker concludes, “Reduced packaging has major benefits for retailers as smaller packs lead to better shelf and space utilisation. All Nestlé Confectionery's selection boxes are now made from recycled board and the plastic trays are made from recycled bottles. In total there will be 231 tonnes less packaging in 2008 and there will also be on-pack messages to encourage kids to recycle.”