ream has announced it is adding the classic KitKat bar to its impulse range for 2014, reinvented in an ice cream cone format.The KitKat Cone is the latest addition to R&R’s expanding Nestle range which already includes the likes of Fab, Rowntrees Fruit Pastilles and Milky Bar.
The addition of the KitKat Cone to this portfolio signifies the two pronged strategy of R&R: capitalising on the popularity of the KitKat brand, and the growing market for cone ice cream.
The cones sector has a market value of £74.8million and experienced a growth of 3.9 per cent last year.
The classic Kit Kat bar has grown to become the UK’s best-selling confectionary brand, with a value of £216 million annually across all formats.
The KitKat Cone features indulgent vanilla and chocolate ice cream, with the popular addition of a KitKat finger – a crispy wafer finger covered in chocolate.
It will be available at leading supermarkets from mid-March RRP £3.09.
Paul Feery, head of brand marketing at R&R Ice Cream said:
‘The new KitKat Cone is a great example of how R&R is maximising the potential of a popular brand, in a fun and innovative way.
“The ice cream will appeal to existing fans, offering them a summertime eating occasion for their favourite confectionary brand.
“We are confident that the KitKat Cone will prove a popular treat this summer and so we have included it in our Ultimate Line Up; a selection of our best performing products, as well as being a take-home product in a four pack. This is set to be summers’ Breaktime favourite.”
