Nestle has revealed plans to launch the Kit Kat Pop Choc sharing bag today (11 February).

Kit Kat Pop Choc bags contain bitesize pieces of Kit Kat wafer coated in milk chocolate and contain no artificial colours, flavours or preservatives.

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The range will be available from 1 March and be supported by a GBP3m (US$4.8m) media campaign including a TV ad, women’s press, outdoor and digital activity. This campaign will form part of a GBP7m investment in the KIT KAT brand in the first quarter of this year.

Nestle said the sharing bag category is worth GBP793m, with the increasing popularity of sharing products pushing its growth ahead of total confectionery to 9%.

“With the chocolate sharing bag category experiencing huge growth, this is a really exciting move for the Kit Kat brand into the sharing arena. Kit Kat Pop Choc is set to create huge consumer interest and stimulate retailer sales. Retailers should stock up as soon as possible and create impactful displays in store to make the most of the GBP3m media investment.”

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