Nestlé Double Cream, is leading the pack of confectionery launches this time, with Wrigley’s Extra Thin Ice hot on its heels.
Launched just over a year ago, Double Cream was stocked in 87% of possible outlets at its peak in October 2002 - a period of concentrated TV support - and it still has a strong presence in around four-fifths of outlets. Initial trial rate among ACNielsen’s consumer panel stands at 12.7% and the proportion of those buying a second time has risen steadily to 28.8%.
Extra Thin Ice, which arrived in January, has had a shorter time to get established but has already achieved distribution in 89% of outlets and has avoided the dip in fortunes most chocolate confectionery sees during the summer. It has been sampled by 6% of Nielsen’s panel and so far just over 13% have gone back for more.
Other notable entrants to the arena have been Cadbury Trebor Bassett’s energy countline Boost Guarana, which had reached 71% of possible outlets by November 2002, although this rate has dropped to just over half in the latest figures to July 12, 2003.
About 3.5% of consumers have tried the product and the proportion motivated to go back for more reached over one fifth back in May.
Other Cadbury newcomers include the 24-7 mints range. So far, distribution has peaked at 46%, with less than 2% of consumers trying the products. However, the repeat purchase rate is more promising at nearly 20%.