KitKat Senses is a box of individually wrapped bite-size chocolates. Each box can be turned into a sharing platter once it is popped open, “making it ideal for dipping into with friends and family on those special occasions,” said Nestlé.
The company stressed this is “a big innovation” for its confectionery business in 2018. It comes soon after the firm introduced premium brand Les Recettes De L’Atelier to the UK last month.
KitKat Senses will be supported by a £7m ($9.6m) campaign throughout 2018 from March 19. It will include new TV advertising as well as communication across social and digital media and a national sampling campaign.
“We know our consumers want something special when they buy confectionery and it’s exciting to bring in these new KitKat chocolates,” said Alex Gonnella, marketing director for Nestlé UK confectionery unit. “[KitKat Senses] is another example of us developing a new, innovative product that gives consumers a more luxury option.”
KitKat also unveiled a new character, “Joe the Mug,” on its packaging earlier this year to show how it can be consumed with hot drinks, as well as a lemon drizzle-flavored variety, which Nestlé will expand beyond Asda to the entire UK soon.