The UK subsidiary of Swiss giant Nestlé is launching a new chocolate brand it hopes will create a ‘quality’ category within the UK confectionery market.
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Double Cream will be sold in 47g and 150g blocks and be made with double cream instead of milk. The company plans to position it between Cadbury’s Dairy Milk and Green & Black’s or Lindt & Sprüngli’s Lindt brand, reports Marketing. Double Cream will be available from the end of July.
The brand’s initial budget will be £9m (US$13.7m), one third of which will go on television advertising. The three year budget stands at £34m. Key Nestlé advertising agency Lowe has been appointed to create the ads, which will first be screened 5 September.
Nestle senior brand manager Jenny de Saulles said Double Cream was much more than ‘just another NPD project’ for Nestle, but the birth of a quality standard within the market.
She said the chocolate market had become commoditised, with many producers seeking to build sales through promotions such as BOGOF offers or ‘50% extra free’.
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