Nestlé to axe Double Cream chocolate brand

It's reported that Nestlé are planning to scrap their Double Cream chocolate bar brand due to poor sales and weak brand recognition.

The Double Cream chocolate was originally designed to challenge the dominance of Cadbury's Dairy Milk and Masterfoods Galaxy in the fight for dominance on the confectionery shelves. Unfortunately though, Nestlé Double Cream has been sidelined as a niche product rather than becoming a mainstream chocolate product, and therefore did not realise it's market potential to boost Nestlé's chocolate credentials in the UK.

Nestlé Double Cream was launched in 2002 and revamped in 2004 with the Double Berry version being scrapped quite early on in the campaign.

Despite Double Cream being made with Ecuadorian cocoa beans and double cream instead of milk, it has failed to capture the chocolate eating publics attention. On top of this the product was hit by aggressive discounting from chocolate bar rivals. However Nestlé would not confirm reports of the Double Cream axeing.

[Editor's note: For a cheaper range chocolate bar we think that Nestlé Double Cream tastes surprisingly good, we love the little bits of nibbed cocoa. So all you chocolate eaters out there who think that it's time Cadbury's got some competition by someone making chocolate that actually tastes like chocolate, and for a reasonable price, starting buying Nestlé Double Cream... eat it or lose it.]