Nestlé has announced plans to expand its Kit Kat brand in the UK with the launch of Kit Kat Chunky Caramel.

The move will be accompanied by a GBP7m (US$11.5m) campaign, including TV and outdoor advertising, digital, sampling and PR. The campaign targets a 16- to 34-year-old audience.

“The consumer facing media campaign plus impactful in-store POS kits are set to drive extensive trial,” Graham Walker, Nestlé UK trade communications manager, said.

Sales of Kit Kat increased by 17% last year, with Kit Kat Chunky sales rising 34%.

A spokesperson for the company told just-food that by launching a caramel variety, the company hopes to cash in on the higher purchase intent for caramel products.

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According to data compiled by Omnibus, caramel has the highest purchase intent of all flavours in the individual bar category (see chart).