The UK confectionery wars between Nestlé, Mars and Cadbury rarely let up. Fighting for market share in this saturated market is the strategic objective for confectionery players. To that end Nestlé is making a major move with its soon to be launched Kit Kat Kubes that should provide even more opportunity for people to indulge themselves.


Nestlé is launching a heavy offensive at a time when Cadbury has recently undergone a major rebranding of its range. Nestlé is backing its impending Kit Kat Kubes product with a £48m (US$76.5m) marketing push and £10m of that is earmarked for the launch alone.


The promotion of the bite-sized version of Nestlé’s Kit Kat bar, through television, radio and press activity, will encourage consumers to have a break with the adapted strapline, “Have lots of little breaks.”


Nestlé hopes to capitalise on the lack of choice in the bite-size chocolate market especially as most brands in this category are targeted at women. Nestlé claims that its brand is likely to appeal to younger men, as opposed to the older female target audience of rival brands such as Revels or Minstrels.


Nestlé has also launched the Kit Kat spin-off in response to a demand for products that can be shared among friends and family. It also hopes that the chocolate will appeal to the growing number of people who prefer to eat bite-size confectionary as they can control how much they eat across the day and feel less guilty.


As eating patterns change, with snacking increasingly displacing mealtimes, there are a greater number of consumption occasions that marketers – particularly those in the impulse sector – can target. For example, Cadbury recently launched Boost Guarana, targeted at consumers looking for energy whilst on the move.


Understanding how eating patterns are changing is vital for maintaining brand relevancy and hitting on new growth areas. Consumption occasions that show the most change, either positive or negative growth, represent day parts where consumers’ situations are changing the most and hence new needs are evolving that can be targeted. For example, evening snacking is the only occasion that will experience more growth in the home than out of home. Nestlé’s new Kit Kat Kubes are well poised to capitalise on consumers’ growing desire to indulge in both shared and solitary moments.


(c) 2003 Datamonitor. All rights reserved. Republication or redistribution, including by framing or similar means, is expressly prohibited without prior written consent. Datamonitor shall not be liable for errors or delays in the content, or for any actions taken in reliance thereon.