Nestlé’s decision to launch low carb versions of Kit Kat and Rolo has been widely greeted by the trade, although the sweets giant had still to confirm any listings with retailers as The Grocer went to press.
The company’s first foray into the low carb arena, in a bid to cash in on the apparently enduring Atkins craze, should see the first versions of popular confectionery countlines rolling out for general sale from mid-July.
However, the company admitted it would be making none of its usual bold claims over anticipated sales levels and said it was still in discussions with retailers over listings.
A spokeswoman said:
“Because it is our first time in this arena we are only talking to a select group of retailers who have a health and wellbeing fixture in place. That is why we’re not making sales predictions.” Finding retailers willing to give the two newcomers a go shouldn’t be too difficult.
Asda confectionery buyer Philip Hancock said the chain planned to stock them as part of its low carb offer.
He also predicted that the price of the ‘diet’ newcomers - 79p for a two-finger Kit Kat Low Carb, £1.49 for a tube of Rolo Low Carb (£5.29 and £9.89 respectively for seven piece multipacks) - would not be a deterrent to shoppers.
“If you look at them as a dietary aid then they are not expensive,” he said.
Woolworths head of corporate affairs Nicole Lander said: “It is a great idea and a logical step.
“It makes total sense for a leading confectionery brand to get into this arena and we believe it is one of the solutions to giving consumers more choice.”
Simon Mowbray