Nestlé brings an artisan chocolate experience to supermarkets with "Les Recettes de l'Atelier"
Nestlé innovates on the chocolate segment, with a new tablet concept – with a topping of whole nuts and dried fruits – recalling the traditional “Mendiants” you can find at sweetshops. Nestlé becomes the first brand to bring the “chocolate artisan” world into supermarkets.
This range, positioned as an “everyday premium” treat is to be launched in several markets under the different local brands – starting with Nestlé in France.
“Les recettes de l’atelier” (“Recipes from the artisan shop”) conciliates artisan flair and supermarket retail rules : the “perfect imperfection” of products is disclosed in order to stimulate all senses and to invite to a new chocolate experience.
The visual innovation is definitely eye-catching : realistic photoshoots of the tablets and their ingredients are used as trompe-l’oeil on all the packaging. The simplicity and obviousness of details – textures paper band, watercolor traces, handwritten “font”, patina effect – take consumers straight to the artisan world, where traditional gestures are precise, creative and passionate.
The different recipes are clearly identifiable thanks to the watercolor hues, and compose an original indulgent palette in the chocolate aisle.
In 2016, two new offers were launched to complete the range: the Degustation and the Ganache.
The first one offers to rediscover dark chocolate through 6 different aromatic profiles, which vary according to the terroir the cocoa comes from. CBA reveals the cocoa expertise of this range thanks to the shaping of the bars that reminds the gesture of the master chocolatier, and thanks to the packaging, and its different color and number for each product of the collection.
The Ganache bars promise the perfect match between the crunchiness of the chocolate and the unctuosity of the Ganache. The generosity of the bar is expressed through the gourmet visual of every square, and a round typography, reminding the unctuosity of the product.
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