January 18, 2011, 3:14 pm

Nestlé Confectionery is launching three new products into its sharing bag range, Milkybar Giant Buttons, Rolo, and Smarties.

Nestlé is also refreshing its entire chocolate sharing bag range with new packaging designs.

The range will be rolled out from January and features new ‘love to share’ branding to tap into the increasing popularity of sharing products.

The sharing bag category is worth £788m, with the increasing demand for bitesize treats pushing its growth ahead of total confectionery to nine per cent.

What’s more, chocolate sharing bags are outperforming the category with sales up a huge 21%, worth £296m1.

Confectionery to share is becoming increasing popular with an extra 1.6 million households purchasing chocolate sharing bags within the year.

The new bags have been designed to meet consumer needs, making them easier to share whilst having increased resealability.

The Aero Bubbles branding will also be refreshed to increase the bitesize appeal of the product.

To support the launch, Milkyway Giant Buttons will showcase the ‘love to share’ range in a £2m media campaign from 19 January, using the new ‘ungrow up’ TV ad.

Graham Walker, Nestlé UK Trade Communications Manager, said:

“With chocolate sharing bags experiencing huge growth, our renovated range of iconic brands is set to go down a storm.

“The new look will have greater stand out on shelf and increase the sharing appeal of the products. Retailers should look out for the new packs and stock up as soon as possible to make the most of this growing category and the media support.”


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