UK: Nestlé moves Aero into biscuit category

Nestlé is moving its Aero chocolate bar brand into the biscuit category for the first time, with a product aimed specifically at women, a brand extension that marks part of a major investment by Nestlé in one of its flagship brands – and a move that mirrors a key chocolate bar trend: with prices for cocoa, sugar, and other commodities soaring, candy makers are finding that a simple ingredient – air – can help pump up profits.

Aero Biscuits hit shelves on 25 April, coinciding with Easter, and is being backed by a £4m marketing support including TV ads, created by DDFH&B, and in-store activity.

Aero Biscuits, which contain 99 calories per bar, are aimed at women aged between their twenties and forties, as Aero targets this hard-to-reach market.

The product will be sold in multipacks of seven bars of Aero chocolate, mixed with round pieces of biscuit.

In January, it reintroduced its Aero Caramel brand, with a claimed new, improved recipe, supported by its “bubble-speak” campaign, also created by DDFH&B.

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