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Low carb, high price KitKat
By Sean Poulter, Evening Standard Last updated at 00:00am on 25.05.04Nestle is launching lowcarb versions of some of Britain's biggest-selling chocolate snacks - at four times the regular price.
New bars of KitKat and Rolos will go on sale in the next few weeks aimed at three million people who are on a lowcarb regime.
A two finger low-carb KitKat has a much-enhanced price of 79p compared to 20p charged for the regular snack.
Similarly, low-carb Rolo will sell for £1.49 a pack compared to the regular price of 35p.
KitKat sales have suffered in recent years amid a backlash from parents about chocolate snacks and junk food.
The new version will have artificial sweeteners and bulking agents instead of sugar.
Clearly, Nestle see the lure of the Atkins phenomenon as a money- spinner, given the prices it is asking for the new products.
The carb content of a normal KitKat is 13grams, cut to just 4g in the new version. The calorie content is down by a lesser margin, from 106 to 92.
For the Rolo, carbs are down spectacularly, from 39.6g to 3.5g. The calorie count falls from 273 to 200. The main content-of the Rolo is Polydextrose, a bulking agent which replaces sugar and is made from maize. The sugary taste comes from sweeteners.
Polydextrose is also the main constituent of the low- carb KitKat, with sweeteners Maltitol and Sucralose to improve the taste.
Nestle's head of brands marketing-Deirdre O'Donoghue, said: ' We have developed these products in response to demand for low-carb products. We know there are three million people following a lowcarb lifestyle.'
She defended the prices, saying: 'They are in line with the market at around £1.50 for a low-carb product.'
Nestle is also responding to the fact that Atkins has launched its own range of lowcarb chocolate bars under the name Endulge.
The British Dietetic Association has been critical of the companies behind the boom, particularly over the high prices charged for the products.
BDA spokesman and nutritionist Azmina Govindji said: 'The reality is that people can eat KitKat and Rolo as part of a normal healthy diet, without going to these extremes.
'The Atkins products are also quite expensive.'
