Chupa Chups rolls out one-meter sour belt to stretch impulse sales for retailers

Chupa Chups is going the extra metre in sour confectionery with the launch of its one-meter sour belt – available exclusively in Bestway and Home Bargains for two weeks – ahead of rolling out across the wider cash and carry channel from mid-July.

By stretching one of its established sour belt formats into a full one-metre proposition, Chupa Chups is bringing a more distinctive point of difference to the singles fixture. The new belt gives sour confectionery greater scale and visibility in a category where visual appeal and instant shopper understanding remain key to driving purchase. Longer and more visible on shelf, it gives shoppers a clear reason to trade up to something beyond their usual confectionery choice.

The new format lands at a critical moment for singles. The fixture is still one of confectionery’s most important impulse engines, but it has had to fight harder for shopper attention, particularly in symbols and independents. Inspired by a measuring tape, the carton makes the format instantly clear and gives retailers a visual cue that works hard in busy convenience environments, delivering the kind of novelty and shelf theatre that can help reinvigorate the singles fixture, while still sitting within a recognised Chupa Chups range and flavour profile.

Chupa Chups continues to build momentum in sweets beyond its core lollipop range. Its Sweets & Gum portfolio is now valued at £18.9million, with Chupa Chups extruded jellies growing +42%, giving retailers a strong commercial case for backing more format-led newness in kids’ singles from a brand shoppers already know^[1].

Kim McMahon, Chupa Chups Brand Manager at Perfetti Van Melle, said: “We know retailers are under pressure to make every part of the fixture work harder, especially in convenience where shoppers make decisions quickly. At the same time, NPD has to earn its space…

“Our latest launch takes a format shoppers already understand and gives it a stronger Chupa Chups treatment – bigger, brighter and a bit more playful. As we build the brand in sweets beyond lollipops, that is the balance we are looking for – familiar formats with enough character to make people look twice.”