Quality Street's Latest Publicity Stunt is to Bring Back the Toffee Deluxe

By Tom Pritchard on at

Last year Nestlé caused outrage when it announced that the Toffee Deluxe sweet would be removed from Quality Street tubs in favour of a new Honeycomb Crunch. Something to do with the brand's 80th birthday, and totally wasn't to generate publicity from all the people moaning about it. A year on and Nestlé has reversed course and reinstated Toffee Deluxe in another obvious publicity stunt.

It's obvious this was going to happen, because that's what companies do. Exploit people's love for a particular way things are done by changing it, then reversing course a short time later. Like the time Coco Pops became Choco Crispies, or that campaign Walkers is doing now that threatens to ditch classic flavours. And then it gets picked up by the press, and generates lots of easy coverage for the brand. As if Nestlé needed anymore publicity after announcing the orange-only Smarties tubes.

The Honeycomb Crunch will be sticking around too, bumping the number of sweet varieties up to 13.

Nestlé has also confirmed that the tubs are not going to get downsized this Christmas, which is actually a good bit of news. While some companies might be changing things to the point where they're not even recognisable anymore *cough* Toblerone *cough*, Nestlé is going bigger. The traditional 750 gram tub will be joined by three larger tubs of sweets, weighing 900g, 1.2kg, and 1.5kg. And a bunch of smaller ones are on the way, so your cheapskate sibling can buy you one for Christmas in lieu of a proper present.


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