SPECIAL EDITION: Flavour inspiration

Werther's Original taps into caramel

By Anthony Myers

- Last updated on GMT

Pic: Werther's
Pic: Werther's

Related tags Confectionery Candy Chocolate

Classic UK confectionery brand Werther's Original has captured this season’s flavour trend with the launch of its Chocolate Covered Caramels, combining the rich, buttery taste of Werther's caramel with the smoothness of milk chocolate.

Caramel has shown the strongest growth as a flavour in the sugar category over the last 12 months, growing at +18.3% YA in value sales. In addition, chocolate caramel sweets are outperforming category growth at +20% YoY, according to the latest research.  As the leading traditional sweet brand, Werther’s Original is well-positioned to tap into this demand with its new premium offering and drive growth within the category.

"We know that caramel remains a popular flavour within the sugar category and chocolate covered caramels are also seeing growth​,” said Andy Mutton, Managing Director at Storck UK. “Our latest NPD is set to drive excitement within the category, appealing not just to our existing, loyal customer base but also bringing new consumers into the category.”

Related topics Ingredients

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