Swiss to blitz UK market

Related tags Shopping mall Europe Retailing

Confectionery and biscuit manufacturer Swiss Delice is planning to
expand into the UK this Autumn. The Swiss-based firm believes that
the UK market presents a major opportunity.

Confectionery and biscuit manufacturer Swiss Delice is planning to expand into the UK market this Autumn. The Swiss-based company, which is part of Swiss retail and manufacturing giant Migros, has already invested heavily in promoting the launch into what the company considers to be a key confectionery market.

"The UK is an exciting, yet challenging market which presents a big opportunity for Swiss Delice,"​ said chief operating officer Frank Spring.

"UK consumers are extremely educated when it comes to quality foods and are totally open to new brands and innovations in the market. Consumption of chocolate and biscuits is also one of the highest in Europe and this, coupled with the fact that the premium indulgence sector of these markets is one of the few areas that is showing growth, provides us with the perfect backdrop to launch."

As a result, Swiss Delice plans to target the UK's premium chocolate and biscuit market. The company is already in discussions with suppliers and is looking at focusing the wholesale market during the initial stages of the launch. Independent and specialist retailers will be approached once the Swiss Delice brand has been established.

"Using the intelligence from other key market launches and UK business networks where we have seen an overall growth with the introduction of Swiss Delice, we are looking at expanding the market share of the quality sector rather than just redistributing it. Our main aim is to gain truly national listings in our first year and then 50 per cent growth year on year thereafter."

Despite the crowded nature of the premium brand market, Swiss Delice​ is confident of success. "Our positioning is very different to existing brands in the market,"​ said Spring. "We are predominantly targeting the high end female shopper, aged between 30 and 40, and have positioned the brand very much as a lifestyle choice."

The Migros Group has a turnover of more than €13 billion. The group has 600 food retail outlets across Switzerland and owns 15 manufacturing industries making over 10,000 products. Migros commands a 40 per cent share of the market in Switzerland, making it the country's largest chocolate maker.

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