Source: Nestlé

The NPD will roll into supermarkets and convenience stores tomorrow (rsp: 70p/43.5g)

Kit Kat is hoping to steal the thunder from Twirl’s foray into caramel with a limited-edition caramel-flavoured version of its Chunky bars.

The NPD – which features “a thick layer of runny caramel atop the brand’s classic wafer, all covered by mouth-watering milk chocolate” – will roll into supermarkets and convenience stores tomorrow (rsp: 70p/43.5g).

It promised “off-the-chart levels of deliciousness”, claimed Kit Kat.

Caramel is the latest in a string of limited-edition launches from the brand, which has previously launched Lotus Biscoff, Salted Caramel Popcorn and Peanut Butter versions of Chunky.

Kit Kat assistant brand manager Callum Smith said limited editions were “always one of the year’s most anticipated confectionery launches”.

According to Kantar Worldpanel data, caramel was “officially the nation’s number one flavour” in terms of household penetration, claimed Smith [52 w/e 20 March 2022].

“When we trialled the newest Chunky flavour at Nestlé House we got a rapturous response, so we can’t wait to hear what everybody thinks,” said Smith.

Nestlé isn’t the only confectionery giant hoping to capitalise on caramel-flavoured launches.

Mondelez, for instance, recently kicked off a marketing push for its limited-edition Cadbury Twirl Caramel and expanded its Cadbury Caramilk range with a new Buttons format, following its successful launch last year.

The confectionery giant also added Vanilla & Caramel Twists biscuits to its Oreo lineup earlier this month.

Mars, meanwhile, recently added a Salted Caramel Fudge flavour to its Tracker cereal bar range.