UK: Nestle targets children with "smaller treats" launch

Nestlé CONFECTIONERY'S BIG BRANDS LAUNCH A ‘SMALLER TREATS' RANGE

Nestlé Confectionery is to launch a fun range of smaller treats from its best-loved family brands SMARTIES, ROWNTREE'S, MILKYBAR and ANIMAL BAR.

The range of four products will be available from 16th July and is ideal for mums looking to buy smaller treats for children aged 4 to 11 years.

First in the range is new SMARTIES Finger Puppets (RRP 25p); a foil pack full of mini SMARTIES. Kids can tear off the end of the pack, eat the sweets and then play with the finger puppet characters. There are 10 different animal characters to collect. Next up from ROWNTREE'S is the new ROWNTREE'S Jelly Aliens (RRP 20p). Each pack contains one big, soft jelly alien sweet. There are 10 aliens to try and each has two different fruity flavours running through it.

From MILKYBAR there is the white chocolate MILKYBAR Kid (RRP 20p). This is a new fun shaped character mould, which will replace the current MILKYBAR small product. Finally there is ANIMAL BAR (RRP 25p). ANIMAL BAR performs well in a multipack and has a very loyal following. It gives the range a milk chocolate offering with the fun factor through the animal moulds and interactive packaging with puzzles inside the wrappers. Both of these products are ideal for younger children as the solid chocolate melts easily in little mouths.

The ‘smaller treats' range has been designed to appeal to kids and parents alike. Mums will love the fact each treat is from a trusted big brand, contains no artificial colours, flavours or preservatives and comes in a small portion, while children will love the variety and fun aspect of the treats.

"74% of mums look for products with no artificial ingredients." Health Survey 2008 - Health Focus International. Earlier this year Nestlé Confectionery announced it was the first major confectionery manufacturer to ensure all its products contained "No Arts".

Nestlé UK Trade Communications Manager Graham Walker says:
"The Kids Pocket Money confectionery segment is worth £100 million in the UK, yet there have been little or no new products launched in the past year. We estimate there is the potential to bring 2 million shoppers back into this segment with the launch of our new range, designed to appeal to both adults and children alike. This new range sees our big brands offer treats mums feel happy to give, along with the fun and variety that kids will love. Retailers should stock up the range and locate together to create impact on fixture."

Original source: Nestle