Nestlé is to take its Kit Kat brand upmarket in a bid to halt falling sales.

The confectionery giant will launch Kit Kat Editions in September, backed by a new TV campaign.

Rolling out initially in two variants - Golden Caramel and Seville Orange - Editions will be a single bar countline similar to Kit Kat Chunky. Rsp will be 42p for 45g, adding a premium offering to the Kit Kat stable.

A Spokesman for Nestlé speaking to The Grocer, said the newcomer would be a “massive launch” for the company. He added that the product had already performed well in tasting trials.

One buyer welcomed Nestlé’s plans: “The product sounds good and the packaging is attractive so I would expect this to do well for Nestlé. Kit Kat certainly needs a boost.”

According to The Grocer’s last Top Products Survey (December 13 2003), sales of the number five best-selling countline fell by more than 9%, while sales of the two-finger multi-packs were down by 8%.