Nestl to push Black Magic chocolate bar
22-Feb-07
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Nestl Rowntree is launching its dark chocolate Black Magic brand
into the chocolate bar category to tap into the consumer demand for
healthier snacks. It is due to be launched later this year.
The three-variety range will be positioned as a mainstream chocolate
bar and will target consumers looking for an everyday treat. It will
come in 100g bars and will be priced at 1.09.
It is understood the launch will receive a significant support
package, which is expected to include a TV campaign. An industry source
says the launch aims to take advantage of the growing demand for dark
chocolate, which is regarded as healthier than milk chocolate, as well
as building Nestl's credentials in the better-for-you snacks category.
Nestl has been ramping up its range of dark chocolate products over
the past year. It extended Black Magic, which is traditionally a boxed
chocolate product, into mini eggs last Easter and also had a limited
edition Kit Kat Dark.
The confectionery giant has also been developing its dark chocolate
After Eight brand. It has introduced After Eight Straws and new
flavours, such as orange.
The launch coincides with a relaunch of Cadbury's Bournville brand,
which dominates in the dark chocolate sector. It is understood to be
overhauling the packaging and investing in new marketing support.
Cadbury also attempted to tap into the dark chocolate category with the launch of Flake Dark last year (MW July 13, 2006).
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