The confectionery giant is investing £3m in the product launch, which will be supported by a nationwide TV campaign. Created by Lowe, the work breaks next month. There will also be print ads and extensive sampling.
The bitesize snacks, which go on sale this week, are available in three variants: Tempting Raspberry Yoghurt Swirls, Moreish Coconut Wafer Bites and Lovely Lemon Cheesecake Fingers. Single packs will be priced 64p, while three-bag multipacks will be priced £1.89.
Nestle is seeking to take advantage of what it calls the growing trend for 'indulgence and sophistication' in confectionery, appealing to women by offering excuses to snack, with on-pack lines including 'I'll just have one and save the rest' and 'I'll go to the gym tomorrow'.
Rival Jaffa Cakes emphasises its moreish nature, while Mars Delight is positioned as a lighter version of the classic Mars bar.
Nestle believes that the inclusion in Little Notions of relatively healthy ingredients, such as fruit, yoghurt and coconut flavours, will broaden its appeal.
The product, whose packaging has been designed by branding agency Williams Murray Hamm, will be positioned on-shelf alongside products such as muffins and flapjacks, and could have an impact on sales of Cadbury and Mr Kipling cakes and baked goods.
Earlier this year Manor Bakeries expanded its Cadbury and Mr Kipling range of cakes,muffins, brownies and flapjacks in an effort to own the 'eat now' food category (Marketing, 23 June 2004).
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