Nestle is to launch My Purple Bar, a limited-edition Quality Street chocolate bar in the UK.

The manufacturer said today (25 July) that the bar combines four Quality Street The Purple Ones, which contain milk chocolate, creamy caramel and a hazelnut.

Nestle said that singles confectionery is the “heartland of convenience confectionery” accounting for 52% of sales. With the launch of the My Purple Bar to be backed by a GBP1m (US$1.6m) media investment, Nestle said the launch is sure to “make retailers’ sales soar”.

It added that the investment includes a six-sheet campaign strategically placed outside convenience stores, which have been proven to boost sales by 25%.

“With the launch of My Purple Bar, Nestlé Confectionery is giving retailers the chance to benefit from one of the most innovative launches of 2011,” said Nestle trade communications manager Graham Walker. “Scoring extremely highly when tested with consumers, this new and exciting chocolate single comes from the mega brand Quality Street.”

My Purple Bar has an RRP of GBP0.65 and will go on sale from next Monday (1 August).