The famously square chocolate manufacturer is backing the launch with a six-figure, 360 degree marketing campaign – the UK business’ biggest to date. The ‘Start your love affair with the square’ campaign is aimed at female consumers, said Benedict Daniels, Ritter Sport UK & IRE Managing Director.
“With our biggest campaign to date, spearheaded by two brilliant female celebrities, I am convinced more consumers than ever before will discover, try, and fall in love with our quality chocolate. We’re confident that the new Ritter Sport Salted Caramel and Orange bars, which rival established brands, will kick start ‘a love affair with the square’ as more consumers are introduced to the brand.
“For retail customers, these launches create a great opportunity to stock premium versions of these staple and much-loved flavours, all year round.”
Ritter Sport Salted Caramel contains delicious, salted caramel crisps and crunchy caramel pieces smothered in the brand’s distinctive creamy milk chocolate.
Ritter Sport Orange is made from rich dark chocolate, wrapped around a smooth and zesty melt-in-the-mouth orange fondant filling.
Research shows caramel is the UK’s third largest chocolate flavour sector after milk and nut, worth around £110m, 11% of the total market, and salted caramel is currently 20% of that. Orange is also establishing itself as a key flavour in the block category, worth £35.2m MAT, or 4% of the total and growing +66% annually, outpacing the total block market’s 7% growth rate.
As it approaches the final quarter of the year, 2022 looks set to be another record year for Ritter Sport, it announced. Like-for-like growth is already projected to be significantly ahead of the market, with brand growth set to be turbocharged by the brand’s latest new customer. Eight SKU’s – including new Ritter Sport Salted Caramel – are launching nationally in Asda from mid-September.
“Consumers simply adore our high quality, all natural, chunky and utterly delicious chocolate made with 100% sustainably certified cocoa. We’re thrilled that Asda will be using Ritter Sport to help drive incremental value into their category, replicating the sales success our brand has returned for Morrison’s, Waitrose and Sainsbury’s to date,” said Daniels.