Do you know the value of your brand?

For the first time in the history of a confections brand, Nestle USA, Glendale, Calif. secured a $1 million insurance policy for Butterfinger, the crispy, crunchy, peanut-buttery candy people love, through Lloyd's of London, the world's leading specialist insurance market. Putting its money where your mouth is, Nestle purchased the policy to further illustrate the promise behind its tagline, "Nobody's Gonna Lay A Finger On My Butterfinger!"

 The Lloyd's of London policy ensures the ongoing production of Butterfinger in the same way it has protected other notable valuables and unusual items including famous body parts and assets of celebrities, such as legs and fingers.

In addition to securing the $1 million Lloyd's policy, Nestle USA created the Butterfinger Bar Insurance program to allow for a free replacement bar should someone lay a finger. For a limited time only, (through 4-14-2010), Nestle USA will replace any Butterfinger bar that someone else lays a finger on (no questions asked!), up to the first 100,000 bars properly redeemed online at Nestle USA will mail a coupon for one free, single Butterfinger bar to the first 100,000 consumers to properly file an online claim.

After filing a claim, consumers can win other valuable prizes such as a smart phone, video game console, $300 electronics gift card, or a one-year supply of Butterfinger bars. And every person who submits a bar theft story online or tales of how someone laid a finger on their bar at is eligible to enter a contest to win one of these valuable prizes, no purchase necessary. To request a free replacement Butterfinger bar, consumers must file a claim online at Complete program rules and regulations also are available on the Butterfinger Bar Insurance site.

"Nestle takes very seriously a consumer's desire to always lay a finger on a Butterfinger," said Nestle USA Confections & Snacks spokesperson Tricia Bowles. "We know how much you value your favorite candy bar, and now there's a million dollar policy to protect it."