Nestle is looking to stay ‘on trend’ in the UK in using baked goods to influence new chocolate bar flavours with the launch of a New York cheesecake flavoured chunky KitKat.

The bar is said by the firm to have a balance of sweet vanilla and tanginess from a New York-style cheesecake dessert. Nestlé said the flavour aims to attract new consumers to the KitKat brand.

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The latest launch forms part of the company’s strategy to “excite” consumers by rotating new flavours each year. Last year KitKat Chunky cookie dough was introduced.

A GBP1.2m (US$1.6m) media campaign will support the new product launch.

The new bar will be available in the UK from 18 September with a recommended retail price of GBP0.65.

In July Nestle announced the launch of a new KitKat factory in Japan flavours tailored to local tastes including wasabi.

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