First UK HFSS crème dessert launch!

Building on the success of the ‘gold chocolate’ trend, Lactalis Nestle Chilled Desserts UK required support to announce the expansion of its desserts range with the launch of Milkybar Gold White Chocolate Caramel Crème Dessert, from the no.1 white chocolate brand in the UK*.  The dessert was the first HFSS compliant crème dessert to market in the UK chilled desserts category**, offering consumers the popular taste of Milkybar Gold confectionery, in a creamy white chocolate dessert, at just 91 calories per pot.

* Confectionery market, IRI - 52 weeks value sales, data ending 25th of February, 2023

**Without sweeteners

As part of a 360o campaign, Ceres created a launch campaign to communicate the new product launch.  With targeted activity including news outreach to trade and consumer media titles and influencer gifting in line with retailer launches across Tesco, Sainsbury’s and ASDA.

• 25 pieces of coverage with more than 1.7m OTSH including Pick Me Up, The Grocer, FoodBev Media and Food Manufacture

• 12 gifts sent to unpaid influencers

• 13 influencer posts across stories, Reels, and grids.