The campaign for the new range of Creme Brulee, Millionaire’s Shortbread and Chocolate Nice Cream bars, is expected to launch in the coming weeks. It is being kept off TV until Nestle feels sure that the product will be in ample supply, after running a heavyweight awareness campaign.
It is understood that the activity has been ready to go for some time, but is now expected to roll out in November.
The Wonka bars went on sale in August. They received negative press for having up to 555 calories per 100g, and for appearing to target children by using the word "scrumdiddlyumptious" in its launch material.
At the time of the range’s launch, Tam Fry, a trustee of the National Obesity Forum, said that the high calorie content of the bars is "totally contrary" to what food manufacturers should be doing, which is lessening the amount of calories in chocolate products. "Wonka will excite children and children will eat this. It’s unforgivable," he maintained.
The group said it made a mockery of Nestle’s involvement with the Government’s Responsibility Deal, which aims to reduce the nation’s calorie intake in its battle against obesity.
Nestle insisted that the bars are meant to be shared and enjoyed as an "indulgent treat". In addition, the packs are labelled with signs stating "111 calories per 2 pieces". The confectionery giant rejected accusations that the bars are aimed at children, claiming the target audience for the new Wonka range is women aged between 25 and 34.
A spokesman for Nestle said: "The consumer response to the Wonka launch exceeded our expectations. Therefore, as communicated to our customers, we re-phased the TV advertising to ensure we did not increase demand beyond our ability to supply the product. The TV campaign will air in November with the original advertising."