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January 18, 2018

Nestle launches KitKat with Barry Callebaut’s ruby chocolate

Nestle is to launch the first branded product using ingredient giant Barry Callebaut's ruby chocolate.

By Dean Best

Nestle is to launch the first branded product using ingredient giant Barry Callebaut’s ruby chocolate.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

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From tomorrow (19 January), the KitKat Chocolatory Sublime Ruby bar will go on sale in Japan and South Korea through Nestle’s KitKat Chocolatory stores and online.

Barry Callebaut, the world’s largest business-to-business supplier of chocolate and cocoa, launched its ruby chocolate last year.

The company says the ingredient – the “fourth type of chocolate, next to dark, milk and white” has a “fresh, berry-fruity taste” but contains no berries, nor added flavours nor added colours. The chocolate took more than a decade to develop.

Antoine de Saint-Affrique, Barry Callebaut’s CEO, said: “I am very pleased that our innovative breakthrough ruby chocolate has come to life so quickly through our partnership with Nestle and the pioneering KitKat brand in Japan. Nestle was very quick in spotting the trend and in introducing a ruby chocolate version of KitKat, which will entice consumers across Asia and beyond.”

Nestle, which earlier this week announced a deal to sell its US confectionery business to Ferrero, said the launch of “breakthrough innovation” like the ruby KitKat underlines its “commitment to growing its leading international confectionery brands around the world”.

Confectionery has proven a challenging part of Nestle’s portfolio in recent quarters. In the first nine months of 2017, the organic sales from Nestle’s overall confectionery sales were flat year-on-year.

However, Nestle has sought to underlined the “strength” of KitKat as a global brand and the sale of novel varieties of the product has been a regular strategy of the company in Japan.

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Free Report
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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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