Nestlé Rowntree has left buyers unimpressed with its latest snack product targeting guilt-ridden young women looking for an excuse to eat indulgent snacks.
Nestlé has trademarked the phrase ‘girlie logic’ to market Little Notions, a range of treats aimed at 20-35 year old women. The products aim to make it easier for women to justify treating themselves by using ‘logically illogical’ reasons, with each pack bearing a quote such as ‘I’ll go to the gym tomorrow’.
Little Notions come in three varieties: Tempting Raspberry Yoghurt Swirls, Moreish Coconut Wafer Bites and Lovely Lemon Cheesecake Finger (rsp: 64p each or £1.89 for a three-pack).
Nestlé is also hoping to use Little Notions to create a new
category as it says the products are neither sweets or biscuits.
Sales communications manager Graham Walker said the new launch will be a success because women are increasingly looking to treat themselves with indulgent, sweet snacking products.
However, some buyers are either unsure about Little Notions’ position in store, or unimpressed by their price. Jacksons’ impulse category manager, Kevin Harrison, said: “If they’re not a sweet, biscuit or cake, it’s a big dilemma about where to put them.”
Nestlé hopes retailers will merchandise Little Notions next to muffins and flapjacks in the sweet snacking fixture.
Aberness confectionery category manager Mike Morton won’t stock the brand. “For only five yoghurt swirls in a pack, 64p is a bit steep, while I’m not sure that 215 calories [per pack] is appealing in the current climate of all things fat-free,” he said.
Little Notions will be supported with a £3m media spend, including TV advertising which begins on February 21. The campaign will also use print media and sampling.
GlaxoSmithKline has signed up Liverpool and England footballer Steven Gerrard as the new face of Team Lucozade Sport. A two-year deal will see Gerrard work with the brand’s Sport Science Academy and front a new advertising campaign due for release next month. Gerrard follows in the footsteps of John Barnes, Alan Shearer and Michael Owen and joins current brand ambassadors Jonny Wilkinson and Olympic Gold medallist rower James Cracknell.
Helen Gregory
Nestlé has trademarked the phrase ‘girlie logic’ to market Little Notions, a range of treats aimed at 20-35 year old women. The products aim to make it easier for women to justify treating themselves by using ‘logically illogical’ reasons, with each pack bearing a quote such as ‘I’ll go to the gym tomorrow’.
Little Notions come in three varieties: Tempting Raspberry Yoghurt Swirls, Moreish Coconut Wafer Bites and Lovely Lemon Cheesecake Finger (rsp: 64p each or £1.89 for a three-pack).
Nestlé is also hoping to use Little Notions to create a new
category as it says the products are neither sweets or biscuits.
Sales communications manager Graham Walker said the new launch will be a success because women are increasingly looking to treat themselves with indulgent, sweet snacking products.
However, some buyers are either unsure about Little Notions’ position in store, or unimpressed by their price. Jacksons’ impulse category manager, Kevin Harrison, said: “If they’re not a sweet, biscuit or cake, it’s a big dilemma about where to put them.”
Nestlé hopes retailers will merchandise Little Notions next to muffins and flapjacks in the sweet snacking fixture.
Aberness confectionery category manager Mike Morton won’t stock the brand. “For only five yoghurt swirls in a pack, 64p is a bit steep, while I’m not sure that 215 calories [per pack] is appealing in the current climate of all things fat-free,” he said.
Little Notions will be supported with a £3m media spend, including TV advertising which begins on February 21. The campaign will also use print media and sampling.
GlaxoSmithKline has signed up Liverpool and England footballer Steven Gerrard as the new face of Team Lucozade Sport. A two-year deal will see Gerrard work with the brand’s Sport Science Academy and front a new advertising campaign due for release next month. Gerrard follows in the footsteps of John Barnes, Alan Shearer and Michael Owen and joins current brand ambassadors Jonny Wilkinson and Olympic Gold medallist rower James Cracknell.
Helen Gregory
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