Nestlé targets Christmas market with latest classic chocolate favourites
With Christmas now just around the corner, Nestlé has pledged the return of some key festive favourites and themed product launches as it competes for a share of the biggest retailing period of the calendar, reports Neill Barston.
As the company noted, Quality Street enjoyed particularly strong fortunes in 2021, achieving the top spot as No.1 twistwrap product, performing ahead of the category +10.4%
Consequently, the business is extending with some exciting new product launches, including its pouch bag format, which performed strongly last year, with sales up 41.7%, with consumers now being offered two new flavours in the form of strawberry, and “The Purple One.”
Shoppers will also get the chance to try their favourite sweets reimagined with two new Quality Street blocks inspired by The Purple One and Orange Crunch – seasonal blocks have grown an impressive +28.8% since 2020. In addition, the business is also launching new Matchmakers Honeycomb variety, joining core flavours mint and orange to complete the range.
Another key category at Christmas is After Dinner Mints, which is growing +3.9% and worth £39 million in the UK. The classic series reportedly grew 10.5% last year, and now accounts for 60% of the category.
Notably, this year the brand celebrates its 60th birthday, which it will honour with an eye-catching special edition design for its must-stock 300g box. In recent years new flavours have driven real excitement in the category, bringing in 2.9 million more shoppers and a younger audience. Brand new for 2022 is Cherry & Mint variety, voted for by consumers, with dark chocolate and cherry proving a winning combination.
Also new is the After Eight Mint Collection box which aims to bring new shoppers into the inlaid category. This indulgent collection contains five delicious flavours: Dark Peppermint Truffle, Dark Peppermint Cream, Dark Peppermint Crisp, Dark Orange and Peppermint Cream and Milk Peppermint and Lemon Truffle.
In the Inlaid boxed chocolates category Dairy Box’s star performing Christmas Collection returns to the range for 2022. It grew a huge 42% in 2021 versus the same period the previous year.
Furthermore, the company noted that its giant tubes are a versatile confectionery, gaining strong interest as stocking fillers and token gifts. The category grew +7% in 2021 with Nestlé driving the growth +11%. Its range includes Smarties, Rowntree’s, Milkybar and Rolo.
As the company added, its Aero brand has also noted an upturn in consumer interest, prompting the development of its new Peppermint Bubbles giant tube, joined by a white giant series for Smarties. The portfolio is concluded this Christmas with a special Aero collection featuring milk chocolate, peppermint, orange and snowy white chocolate blocks wrapped up in a festive design.
