The confectionery majors are turning using white chocolate as key feature of their brand extensions. Mintel’s Amanda White highlights recent launches by heavyweights such as Cadbury, Nestlé and Mars, and explains which worked, which didn’t – and why.

Mintel’s GNPD (Global New Product Development) database points towards the general trend of confectionery manufacturers developing white chocolate brand extensions. The GNPD tracks new product development globally, and highlights several long-standing brands which have moved standard varieties in to white chocolate variants.

The first quarter of Mintel’s GNPD picks up the availability of white chocolate KitKat in China and India. Nestlé has extended its KitKat range of wafer biscuits with the introduction of a white chocolate variety. Branded as White Chocolate KitKat, in China, the variant is available in six 17.5g bars (each individually wrapped) and packaged in a plastic wrapper. In India the variant is branded as KitKat Milky, and the crisp wafer covered with white chocolate is packaged in paper wrappers.

The availability of white chocolate in Asia points towards the fact that there is less of a culture to eat chocolate bars in Asia than in Europe. Hot weather means that chocolate can be quite difficult to market. It is likely that white varieties of chocolate bars may be more palatable than milk or dark chocolate varieties.

The past year has seen further white chocolate variants of standard brands. SnowFlake was introduced in to the UK last September, as a white chocolate flake covered in milk chocolate. Aimed at 16-24 year olds and mainly at females, it was said to be Cadbury’s first white chocolate countline. In the same month, Nestlé re-introduced Aero Snow, a white chocolate-centered Aero (aerated chocolate countline bar).

On-going Mintel research finds white chocolate is frequently targeted at several key markets. While the traditional Milkybar is aimed at children, some manufacturers have used white chocolate brand extensions as a means towards premiumisation. Lindt’s White Excellence is a more indulgent product targeted at higher socio-economic groups. The product acts as a perfect example of premiumisation within the standard blocks sector, appealing to ABC1s and female consumers. Last month found Mars going white with its Dove variety. Picked up in Australia, Mars has added its Dove brand Heavenly White, a smooth and creamy white chocolate bar package in a 48g wrapper. Again, this extension points towards white chocolate’s indulgent positioning.

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Research carried out for Mintel’s recent Chocolate Confectionery report found white chocolate to be a favourite among a fifth of adults. Popularity increases among the younger age groups, demonstrating that the greater sweetness of white chocolate tends to appeal less to older people, in keeping with their predilection for dark chocolate.

 Milkybar is a strong proposition aimed at young children who enjoy the sweet taste of white chocolate together with the playful imagery of the ‘Milkybar kid?’ The brand has been extended into larger bars and buttons and in 2000 was extended into Milkybar Choo, a chewy stick of fudge covered in chocolate and aimed at four to five-year olds.

In February 2001, there were reports that Nestlé was set to launch the Milkybar Chunky in the UK, aimed at an older 18-30 year old consumer. Available in a flow pack wrapper, the new product launch will be supported with a £2.2m (US$3.0m) media campaign. It is also believed that the Milkybar Kid will be returning to the television screen later in the year.

Further brand extensions include Milkybar Marshmallows picked up in Brazil in September last year. The product is a limited edition Milkybar chocolate countline filled with marshmallow, packaged in a plastic flow wrap enclosing five individually wrapped bars.

Just last month saw the introduction of the Milkybar Raspbar in New Zealand, a new raspberry flavoured variety of the chocolate bar. Again the launch will be supported by a major television campaign.

White chocolate has frequently been used by manufacturers as a means of producing limited edition foods. Encouragingly, Mintel’s February 2001 Limited Edition Foods report highlights several white chocolate range extensions as some of the most successful confectionery limited editions. Toblerone White and Aero Snow fell into the top four greatest purchases of limited edition foods in December 2000.

Brand extensions that offer something a bit different tend to achieve the greatest success. This type of limited edition food will only work if promoted to the kind of consumer that will appreciate the difference. This was seen with Toblerone White, where the luxury appeal of the white chocolate used persuaded those consumers who showed awareness actually to purchase the item, i.e. consumers in the socio-economic groups ABC1, working managers and more affluent empty nesters

Limited editions for which conversion has been poor appear to be those where core consumers are less happy at the way in which their brand has been ‘tampered’ with. Both Terry’s Chocolate Orange limited editions, which changed the feel of the brand, and the Nougat-less Snicker, which arguably removed half of the original bar completely, fared poorly in terms of purchase.

Purchasing of limited editions, December 2000

Base: 852 adults aged 15+

Source: BMRB/Mintel

By Amanda White, Mintel

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