Who: Nestlé
What: Kit Kat Senses
Where: Confectionery
How much: £3.99/200g
Why: Nestlé unveiled Senses earlier this year. The pack of individually-wrapped bite-size chocolates - backed by a £7m spend - is intended as a “more luxury option” in the Kit Kat portfolio. Packed in a box format that can be turned into a ‘sharing platter’, the premium confectionery is an assortment of three variants: Hazelnut, Salted Caramel and Double Chocolate. It landed on shelf as take-home value sales of individually wrapped chocolate assortments were heading to £224m [Kantar Worldpanel 52 w/e 17 June 2018] - marking a 5.9% increase year on year.
Consumer verdict: Most of our shoppers were excited by the Kit Kat format, calling it “a twist” for the brand. They praised the “excellent assortment of flavours” with “creamy” caramel and “crispy” wafer. The box of chocolates was “good for kids and adults” and “would make a lovely small gift” said our consumers. They enjoyed the “great presentation” - though some complained the price was “too expensive for the amount of pieces in the box”. Nevertheless, nearly all claimed they would consider buying.
Pre-trial purchase: 78%
Post-trial purchase: 80%
Better than what’s out there: 76%
New and different: 94%
Overall score: 47/50
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