Nestlé extends its sharing bag line-up

21 January, 2011

Nestlé Confectionery has added Milkybar Giant Buttons, Rolo and Smarties to its sharing bag range.

And the company’s entire sharing line-up has been given new packaging that features “love to share” branding and improved resealability. It is being showcased in a £2 million TV campaign for Milkybar Giant Buttons.

IRI figures for the year to December 4 show the sharing bag category to be worth £788 million, up 9% on the previous year.

“The new look will have greater shelf stand-out and will increase the sharing appeal of the products,” said Nestlé UK trade communications manager Graham Walker.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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