Ritter Sport enters the supermarket countline fast lane

By Anthony Myers

- Last updated on GMT

Pic: Ritter Sport
Pic: Ritter Sport

Related tags Ritter Sport Convenience stores

German confectioner is set to introduce a range of mini impulse bars in the countline category (a consumer product that is supplied to retailers in packages of multiple items and sold individually to customers) for the first time.

Priced 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.

According to latest research, single serve packs are the most popular impulse format, enjoyed by 66% of consumers buying this category. Almost half of chocolate sales in convenience are singles, making this format the most important chocolate category in these outlets. 

The company claims that ‘duo’ packs like new Ritter Sport Mini are the main growth area in singles at +6.8%, driving value to the category.

The block chocolate expert reported a record year in 2020 with sales  up +37% YOY, outpacing the market, and 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.

Katy Clark, Head of Marketing at Ritter Sport UK & IRE, said: “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 from August.

Related topics Retail & shopper insights Chocolate

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1 comment

Start? To return? To normal?

Posted by Self Isolator,


What planet do you live on?! All we have is some non-working vaccines and more maskless idiots than ever.

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