UK: Nestle launches Rolo sharing block
By Katy Askew | 26 March 2012
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Nestle expands Rolo into block category |
Nestlé will launch a GBP1 (US$1.6) Rolo sharing block in the UK next Monday (2 April).
The company said the 100g bar will "build on the success" of its other GBP1 block range and marks the first time that the Rolo brand has entered the block market.
"The launch capitalises on a number of the major confectionery trends within independents. As at-home consumption and the 'sharing' occasion continue to grow, it is the independents channel that has taken greatest advantage of the opportunity with strong growth in blocks in the past year," the company said.
The bar is price-flashed to ensure shoppers don't "miss this motivating price point", Nestle added. However, an unflashed version will also be available.
"The launch of the new Rolo block offers retailers an excellent opportunity to continue to benefit from the standout performance of chocolate blocks in independents. We can attribute the success of our chocolate blocks to the winning combination of much-loved brands, high quality product and the motivating price point," Nestlé UK trade communications manager Graham Walker said.
The Rolo brand is worth GBP15m and has seen sales increase by 36% in value terms in the UK over the last 12 months.
Sectors: Confectionery, NPD & innovation
Companies: Nestle
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