Ritter Sport Mini impulse bars, the new portion-controlled count line from Ritter Sport, brings the block chocolate expert – who reported a record year in 2020* – into the count line category for the first time.

RRP 60p for a 33g ‘duo’ (2x 16.8g units) pack or 2 for £1, Ritter Sport Mini offers retailers an entry-level trial size opportunity to stock the Ritter Sport brand and generate additional impulse sales. The new range is available in Ritter Sport’s top selling milk chocolate varieties – Cornflake, Whole Hazelnuts, Alpine Milk Chocolate and Butter Biscuit.

At less than 100 calories per portion and made with 100% certified sustainably sourced cocoa, Ritter Sport Mini is perfect for self-treating on the move or for enjoying ‘one now and one later’ as the brand will communicate via a consumer social media campaign on Facebook and Instagram, throughout July.

Katy Clark, Head of Marketing at Ritter Sport UK & IRE, says: “As a leading international manufacturer, Ritter Sport is mindful of the need to help consumers enjoy a balanced diet without compromising on taste. With its ‘one for now, one for later’ proposition, the Ritter Sport Mini portion-controlled impulse pack is the perfect on the go format as we start to return to normal.”

Ritter Sport minis are available in Morrisons now at RRP: 60p or 2 for £1. In the convenience channel, Spar Scotland have taken all four varieties at RRP 60p, available in stores now.

Research shows there’s real demand for these sorts of products and formats:

68% of consumers want to enjoy the full taste of chocolate, rather than switch to reduced sugar options[1]. Single serve packs are the most popular impulse format, enjoyed by 66% of consumers buying this category[2]. Almost half of chocolate sales in convenience are singles, making this format the most important chocolate category in these outlets.[3] However ‘duo’ packs like new Ritter Sport Mini are the main growth area in singles at +6.8%, driving value to the category[4].

Katy Clark comments: “These impressive numbers add up to a huge opportunity for Ritter Sport Mini Impulse 2-Pack to drive consumer penetration. Mini introduces a new need state to drive trial of the Ritter Sport brand via an entry point trial size format.”

Emma Smith, category buyer at CJ Lang, official wholesaler for Spar Scotland, says: “The new Ritter Sport impulse bars are a great addition to our impulse range in SPAR stores across Scotland. As lockdown restrictions continue to ease in Scotland, impulse purchases are set to increase in line with changing consumer shopping habits. We’re excited to be working in partnership with Ritter Sport to bring this great new count line, first, to the marketplace, within the impulse category. Over the past twelve months we’ve delivered a significant amount of first to market products in a number of different product categories and we’re looking forward to further collaboration with Ritter Sport in the new financial year.”

Ritter Sport Mini impulse bar is the German chocolate maker’s second major UK and Ireland launch this year, following Ritter Sport Mini Pouches’ May roll out.

*Ritter Sport posted a record year in 2020, up +37% YOY, outpacing the total block chocolate market. An outstanding 79% of Ritter Sport’s growth was incremental to the total chocolate category.  Ritter Sport’s sales outperformed the category in all channels, including the grocery (multiples) sector, where it was up 19%. SOURCE: Nielsen Homescan total coverage, block chocolate market 80g+ 52 WE 26.12.20

[1] Mintel chocolate report May 2020

[2] Mintel 2020

[3] Nielsen, Indies and Symbols, Nielsen, 16/05/2020

[4] Nielsen, Indies and Symbols, Nielsen, 16/05/2020

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