Nestle is expanding its Caramac brand in the UK with the launch of Caramac Buttons, a "sharing bag" that represents the brand's first move away from bars.

The company said the launch would enable Caramac to capitalise on the "key consumer trend" for "sharing confectionery and informal socialising". Citing IRI data, Nestle said the UK sharing bag segment has increased by 50% over the last four years, with Nestle's brands within that growing at 75% over the same period.

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"Since it was launched more than 50 years ago, Caramac has been a mainstay of confectionery fixtures across the UK. Whilst it has its hardcore following of fans, its classic caramel flavour also ensures the brand has broad appeal and therefore there is an excellent opportunity to extend it into growing areas of the confectionery category such as sharing bags," a Nestle spokesperson said.

The Caramac buttons sharing bag has an RRP of GBP1.59. It will be available from the end of this month.

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