Leading confectionery brand, Fini, is expanding its UK range with the launch of two new SKUs – Fini Mini Mochis Fruits and Fini Mini Mochis Berries – as demand for globally inspired sweets continues to grow[1].
Mochi is gaining momentum as shoppers seek out new flavours, textures and globally inspired treats. Online discussions around Asian sweet and savoury snacks are up 9 per cent year-on-year1, while research shows 78 per cent of UK shoppers now purchase Asian-inspired bagged snacks1, underlining the growing mainstream appeal of the category.
Fini’s Mini Mochis Fruits and Mini Mochis Berries are designed to help retailers tap into this trend, offering a distinctive, eye-catching option that delivers against both impulse and sharing occasions. Crucially, the range delivers on taste and texture – two of the biggest drivers of repeat purchase in sugar confectionery. Consumer research shows strong sensory appeal of the range, with shoppers responding particularly positively to the chewy mochi texture and bold, fruity flavour profiles[2], helping the range stand out on shelf and drive engagement beyond novelty alone.
The launch is in conjunction with a successful partnership between Cash & Carry and Delivered Wholesaler, Parfetts, where Fini has seen rapid growth driven by a focus on innovation and in-depot activation. Over the last 52 weeks, Fini has become the fastest-growing brand in total confectionery at Parfetts, delivering 37 per cent growth and outperforming both competitors and the wider category. The brand now sits within Parfetts’ top 10 confectionery suppliers, supported by front-of-depot displays, in-depot sampling and a full digital takeover[3]. This strong wholesale performance has translated into clear benefits for retailers offering a low-risk way to capitalise on the growing consumer appetite for mochi.
Commenting on the launch, Steven Greaves, Managing Director UK and Ireland at Fini, said:
“Mochi is no longer a niche trend – it’s firmly moving into the mainstream. Our research shows strong purchase intent and standout sensory appeal, which gave us real confidence in launching Mini Mochis Fruits and Mini Mochis Berries into the UK market. What’s been especially encouraging is how quickly the range has performed in wholesale so far. There’s clear demand for something different in confectionery, and mochi delivers on flavour, texture and excitement.”
This performance highlights the role that NPD plays in driving incremental value for wholesalers and, in turn, retailers offering a proven blueprint for wider UK rollout.
Fini Mini Mochis Fruits and Fini Mini Mochis Berries are currently available in Parfetts, Unitas, Scotmid Co-op and SPAR. RRP: £1.25.
[1] Innova Market Insights
[2] Sensory Test SAM Research / May 2025
[3] Internal sales data by Parfetts
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