The new packs, rolling out now, contain nine two-fingered bars and are price-marked at 99p. They replace the eight-bar pack, which retailed at 83p.
Figures due to be published next month in The Grocer’s annual Top Products feature show that sales of Kit Kat multipacks fell 8% to just under £77m in grocery outlets and wholesalers in the year to October 4 [Information Resources].
Graham Walker, sales communications manager for the confectionery giant, said the new format offered “a more realistic price point” and was part of an ongoing move towards larger packs.
He added that the company believed it would boost sales. “We put Drifter into larger, price-marked packs earlier this year and sales went up,” he said. “This confirmed it as a positive move.”