These new KitKat Senses biscuits have been announced by the brand in the UK as a premium option for consumers who are looking to enjoy the familiar format of the namesake chocolate in a new flavor. The product has a suggested retail price point of £1.99 for a five-pack, and comes in flavor options including Millionaire's Shortbread, Salted Caramel and Choc Chip Cookie Dough. Each of the varieties are only available at Asda and Morrisons locations in the UK, but are positioned for a rollout in the convenience market during the second half of 2020.
Assistant Brand Manager for KitKat Amy Bennett-Inge spoke on the new KitKat Senses biscuits saying, "Whether it’s to make your morning cup of coffee extra special, for a pick-me-up throughout the day, or to unwind in the evening, we think our new KitKat Senses biscuits provide the perfect indulgent break.”
What's Driving This Trend
- Premium Biscuit Options
- Disruptive innovation opportunity: Create unique and premium flavors of biscuits to cater to consumers looking for indulgent snack options.
- Convenience Market Expansion
- Disruptive innovation opportunity: Develop new distribution channels and partnerships to expand the availability of premium biscuit products in the convenience market.
- Candy-inspired Snacks
- Disruptive innovation opportunity: Combine popular candy flavors and formats with traditional snacks to create unique and enticing products.
Who This Affects Most
- Food and Beverage
- Disruptive innovation opportunity: Explore flavor innovation and new product formats to meet consumer demand for exciting and indulgent snacks.
- Retail
- Disruptive innovation opportunity: Collaborate with brands to launch exclusive products in specific retail locations, creating a unique selling point and increasing foot traffic.
- Distribution
- Disruptive innovation opportunity: Identify untapped distribution channels and develop partnerships for expanding the reach of premium snack products.
