Sweet profits

Lily O’Brien’s Desserts Collection 230g will launch in late 2009
Lily O’Brien’s Desserts Collection 230g will launch in late 2009

Traditional confectionery brands are currently revamping their ranges and excelling in NPD in order to meet consumer demand for affordable luxury


Brand Central

14 September 2009

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According to the National Confectioners Association’s (NCA) Confectionery Industry Trend Report 2009 in the US, the next big confectionery trend will be for healthier products, according to 88% of experts surveyed.

Portion-controlled treats are important for some consumers, while an increase in premium indulgence products and health perceptions about the benefits of dark chocolate has boosted the overall category.

Dark chocolate, rich in anti-oxidants, fights free radicals in a similar way to red wine. This has resulted in the phenomenon of permissible indulgence; a treat that is both luxurious and beneficial in the eyes of the consumer. Furthermore, seasonal and boxed chocolates have delivered strong growth from a low in 2006, by embracing all the major food trends including local and natural and focusing on an increasingly premium positioning.

Affordable indulgence

Lily O’Brien’s launches the first of its new-look packaging in late 2009 with its 230g Desserts Collection containing new chocolates and improved recipes. The new packaging offers an even more premium experience by Ireland’s leading chocolatier, underlining to the consumer the special nature of the company’s products. The new packaging is the result of months of consumer research by the company to understand what its consumers value and marks a step forward for the premium chocolate manufacturer.

Despite the economic downturn, the brand believes consumers continue to seek out brands offering brief moments of “sanity” in their daily lives, as well as offering indulgence on a small and affordable level. Lily O’Brien’s is well positioned to capitalise on this trend.

Butlers deliver taste of luxury

Butlers Ballotins enjoy a successful track record in convenience stores, symbol groups and TSNs, and now Butlers has introduced a new 90g size to complement the range. Retailing at €5.00, Butlers 90g Chocolate Selection features an alcohol free selection of six luxury truffles and pralines gift-wrapped in parchment style paper with a sand dune ribbon and matching tag.

Butlers has also introduced two new sizes to their ever-popular Chocolate Collection range. The new 100g and 300g boxes, which retail at €6.50 and €15.00 respectively, feature a gourmet collection of alcohol free chocolate truffles and pralines, presented in stylish white and brown packaging.

Butlers Chocolates are distributed by Richmond Marketing. Email chocolate@butlers.ie for more information.

Trading in tradition

Oatfield Sweets has just re-launched their new bag range. Iconic brands such as Emerald, Colleen, Orange Chocolate and Eskimo Mints to name a few have received a facelift which sees the new range stylishly brought up to date whilst retaining the core brand characteristics of tradition and heritage. Established in Letterkenny in 1927, Oatfield Sweets continue to be manufactured in Letterkenny today in the same traditional fashion.

A favourite with Irish consumers Oatfield has maintained a strong link with its consumer through tradition, nostalgia and high quality confectionery. To coincide with the relaunch of the bag range, Oatfield is also launching a new range of gifting tins. These offer the consumer the opportunity to give the gift of Ireland’s favourite sweets in a premium embossed kilner style reusable tin. The relaunch will be supported with above and below the line advertising, trade and consumer promotions and POS availability, including a high impact 14-prong display stand.

For more information, contact a local cash and carry or Tennant and Ruttle sales representative on (01) 6231610 or email info@tandr.ie.

Following the success of its fun gum jelly brand, Swizzels Matlow has introduced several new products within this range

Following the success of its fun gum jelly brand, Swizzels Matlow has introduced several new products within this range

A swizzling good time

Swizzels Matlow has been operating in Ireland for over 35 years, and the company’s flagship brand Love Hearts has been in existence for over 70 years. Despite difficult market conditions, Swizzels Matlow is well positioned for growth as children and parents search out value for money without compromising on quality.

Swizzels Matlow Ireland positions itself as a “one stop shop solution” for children’s confectionery. It produces popular children’s confectionery brands within categories including chew bars, pops, sherbet, snacks, grocery bags, gums and jellies. Continuing the success of its fun gum jelly brand, Swizzels Matlow has announced the launch of the following products: 5c Giant Sweet Tarts tub; 5c Giant Strawberry Jellies tub; 15c Skeletons tub; 35c Strawberry Tart retail bar-coded bag; 35c Teeth ‘n’ toothbrush retail bar-coded bag;  15c Wine Gummies Roll.

Swizzels Matlow continues to promote throughout all trade sectors and has been implementing a particularly aggressive promotional campaign this year. The company states retailers should look out for its recession busting ‘back to school’ promotion in September.

All Swizzels Matlow Ireland products are produced with no artificial colours.

The company believes this is an important step in responding to consumers’ needs, while not compromising on its tradition for quality confectionery. More information is available at the new websites www.swizzels-matlow.com and www.lovehearts.com.

Back with a pop

Tangerine Confectionery has re-launched its seventies retro sweet icon Anglo Bubbly bubble gum. The product’s recipe has been updated, the bubble gum’s size increased, new packaging designed, a big bag format introduced, and a credit crunch beating price set.

Anglo Bubbly is now made from 100% natural colours and flavours. The instantly recognisable round bubble gum has maintained its trademark pear flavour and pink colouring. There has been a 50% boost in gum size – guaranteeing the biggest bubbles yet.

Individual bubble gum pieces are available in countline boxes of 240 units, while a ‘market first’ pre-packed bag was also launched on  1 May 2009. Associated shelf ready units will hold 12 170g bags.

Halal approved

Tangerine Confectionery has also received a quality Halal Seal of Approval for products within its Barratt, Mojo, Princess and Taveners Proper Sweets ranges.

Long established favourites – including Barratt Sherbet Fountains and Dip Dabs, Black Jacks and Fruit Salads, Mojo chews, Princess Marshmallows, and Taveners Proper Sweets – have been awarded compliance certification by the Halal Food Authority: over 150 products have been approved and all of Tangerine Confectionery’s eight UK production sites have been approved for the production of Halal products.

For further information on Tangerine Confectionery’s range of approved products, please contact Heather Jones on 01253 761201 or e-mail h.jones@tangerineuk.net.

Christmas is shaping up

The only sector within the novelty category showing growth in 2008 was moulded chocolate ‘figures and shapes’, up +6%. (Nielsen Scantrack, Impulse ex Woolworths 17 weeks to 27.12.08). For the first time, this sector was bigger than selection packs.

An ideal stocking filler, new Kinder Mini Father Christmas will build on the growing strength of Kinder Chocolate which is currently enjoying 10% penetration in target households with kids aged five to 10 years. (AC Nielsen MAT 27.12.08). The Kinder Mini Father Christmas is a 15g hollow chocolate figure made of Kinder Chocolate and will be available in packs of three, on-shelf or as a clip strip, with highly positive feedback from consumer research.  

Kinder Surprise is the all year round number one kids countline in the UK market. It is also the number one kids countline at Christmas in impulse, as well as the top Christmas novelty in impulse. The Kinder Surprise three pack is also the Christmas number one novelty multipack at Christmas. (AC Nielsen 27.12.08).

Kinder Surprise will be available in a counter display unit, holding 72 single eggs and two floor display units holding holding 192 single eggs and 288 eggs respectively, both of which have vibrant packaging, communicating the theme of toys that will draw maximum attention.

Kinder Schokobons are a unique Christmas offering and perfect for informal family sharing. Also part of the novelties category, these individually wrapped, fine milk chocolate bon bons with a milk hazelnut filling appeal to all ages.

Loving Irish chocolate

Made in Ireland since 1933, Cadbury Dairy Milk is Ireland’s favourite confectionery product worth over €53 million (AC Nielsen). Over 19 million bars are made every year through its factories in Rathmore in Kerry and Coolock in Dublin with two bars bought every second in Ireland.

Cadbury Dairy Milk has been an Irish favourite for over 75 years, using a glass and a half of real Irish milk in every pound of Cadbury chocolate. Cadbury is therefore proud to be a part of the new ‘Love Irish Food’ campaign which accepts only brands which undertake at least 80% of their manufacturing process in Ireland and use Irish only inputs where possible. The company hopes joining the new symbol “can ease consumer confusion around what brands are Irish.”

This is my moment

Thorntons has been producing fine chocolate since 1911 and one of the best selling lines is Moments.  Made from the finest ingredients around the world, including West African cocoa beans, 100% cocoa butter and real orange zest, these chocolates contain no artificial colour or added preservatives.  However chocolate isn’t only about taste it’s also about the whole sensory experience, which is why Thorntons believes consumers enjoy its confectionery ranges.  In fact, the company claims 100% thought, attention to detail and commitment goes into making every bite-sized piece.

Moments is a unique box of chocolates, comprising a selection of individually wrapped chocolates that are made for that special occasion.  The individually wrapped milk chocolates have a selection of different centres, making them the ideal accompaniment for a night at home with friends and loved ones.

Jelly joy

Distributed by Robert Roberts, The Jelly Bean Factory range is a high quality premium range of gourmet jelly beans which are handmade in Blanchardstown, Dublin. The process to make a single jelly bean takes two weeks. They are GMO free and gelatine free and Robert Roberts claims they are made from the finest ingredients and best flavours worldwide. Jelly Bean Factory gourmet jelly beans and the original large jelly beans have the same intense flavour in the centre bean and outer shell; with the flavour 100% throughout the bean. The Jelly Bean Factory range of products come in a number of innovative packages including cups, tubes, boxes with windows, cans, triangle packs, canisters, jars, and bean machines.

The Chewits brand has performed strongly this year. Chewits became sponsors of Samba Soccer and it is delighted with the association and its success to date. Marketing manager for Chewits Gillian Barry commented: “Chewits has always been an iconic kids’ brand associated with fun but it is conscientious about what goes into the product and how the brand is presented. Three years ago Chewits moved to no artificial flavours or colours and now wants to get involved in encouraging kids to get active.” As part of this Chewits and Samba Soccer are commencing a ‘Chewits Samba Search for a Star’. The winner of this competition, accompanied by a parent, will get to attend a week of soccer camp in Brazil, receive a special tour of the Americana stadium in Brazil as well as see all the sights and beaches Rio de Janeiro has to offer.

Also from Robert Roberts, Zed Candy continues to grow year on year with the success of its Jawbreakers, Zappers, Golf and Rainblo lines. New from Zed Candy this year are Super Suckers and Mammouth Dipper which offer soother shaped hard candy filled with gum and a powdered centre. Robert Roberts claims through new packaging, unique offering and super taste they are already proving hugely successful.

Robert Roberts races ahead

Robert Roberts has announced the purchase of the Wilton confectionery brand from LC Confectionery. The Wilton brand has a long Irish heritage; the chocolate range was developed by Leo Cummins when he acquired the famous Milroy Chocolate and Toffee business and in the early 1980s the Wilton Macaroon, Mint Crisp and Klipso bars were born.

Lemon’s is now extending its range to include two new family bags: Assorted Iced Caramels (strawberry, lemon and orange flavour) and a new Fudge Bag.

Finally, the Topps Company which markets all of the Topps confectionery brands including Juicy Drop Pop, Mega Mouth, Push Pop Sliderz, Bazooka Bubble Juice and Big Baby Pop will be renamed Bazooka Candy Brands.

Hip to be square

Finally, Robert Roberts relaunched Ritter Sport into the Irish market in January 2008, a move that has already proven successful. Known for its unique shape and bright colours, Ritter Sport has a smooth taste and represents quality. What started in 1912 in Germany as a small family company, has now developed into an internationally successful business with its bars selling in over 80 countries worldwide – although every bar is still manufactured with pride at its factory in Germany.

Not only masters of producing these chocolate bars, Ritter Sport is also engaged in many ecological and fair trade projects. In 1990 it launched project “Cacaonica”, which supports organic cocoa agriculture and reforestation in Nicaragua. The Ritter company also leads the confectionery market in owning its own combined heat and electricity station and buy any additional electricity from renewable resources. Even the monomaterial chocolate packaging is designed to minimize its ecological footprint. Tasty, practical, and environmentally friendly, Ritter Sport is available in five flavours in Ireland: Milk Wholenut, Alpine Milk, Marzipan, Butter Biscuit and Cornflake.

Successful sounds

Nestlé Confectionery is launching another Kit Kat promotion this month. The all new ‘Music Break’ on-pack promotion will look to further boost sales for Kit Kat, with millions of free music downloads up for grabs.

Promotional packs of new Kit Kat Chunky Caramel, Kit Kat Chunky, Kit Kat four finger, and Kit Kat senses will all feature an eye-catching on-pack flash to communicate the free music download. To download their favourite tunes all consumers need to do is visit www.kitkat-perfectbreak.co.uk, enter the code from their pack and pick their song. There are over 500,000 songs to choose from.

Lisa Cahill, Kit Kat brand manager, says: “Following on from the huge success of ‘Win 20 Euro’ and ‘Fashion Break’ we’re expecting ‘Music Break’ to be another number one hit.

“Music is the perfect way to relax and enjoy a break, which is what Kit Kat is all about. The beauty of this promotion is that each pack is a winner.”

The launch of ‘Music Break’ follows a highly successful year for Kit Kat, which is now the number two brand in the confectionery market and is experiencing double digit value share growth year to date (AC Nielsen 28 Jun ’09).

Extra cool

Wrigley’s Extra is the largest sugar confectionery brand in the Republic of Ireland, currently worth over €26.6 million, with 67% value share of the gum category. The mints category is currently worth €16.1 million and has recently been refreshed with the launch of Wrigley’s Extra Ice Mints in a tin. Since the launch, new Extra Ice Mints have helped drive brand growth within the mints category in Ireland.  Since June 2008 to the end of February 2009 Extra Ice Mints value share has grown from 7.3% to 8% (AC Nielsen time period 30 June – 07 Sep to 29 Dec – 22 Feb)

New Extra Ice Mints are now available in a premium packaging format; a sleek and stylish tin. The two flavours, Peppermint and Spearmint, are aimed at delivering excitement to the premium segment of the mint category. New Extra Ice Mints have an RRP of €1.35 and contain 33 sugar free mints. Research shows that younger consumers who do not traditionally buy mints like this new product. (AC Nielsen Bases Research)

Stimulating senses

Wrigley’s launched 5 in August, a sense-stimulating gum which is the category’s most premium brand, with innovative high impact packaging and longer lasting flavour delivery. Wrigley’s claims 5 is re-energising the gum category and becoming the chewing gum of choice for stylish consumers.

The 5 range is available in two flavours: Cobalt (Cooling Peppermint) and Electro (Tingling Spearmint). Complete with stylish embossed black gloss packaging and sharp eye catching bursts of colour, the new premium range is adding growth to the chewing gum category and providing retailers with incremental sales and profit opportunities.  

Already a proven success in North America, achieving the number two position within the category behind Extra (AC Nielsen US and Canada), the 5 range has an RRP of €1.25. Each pack contains 12 sticks individually wrapped in matching coloured paper. The brand has also been a success in Spain after launching last year, and is already proving popular in the UK.

On air now, the brand’s new campaign will run on both television and in cinemas over summer and autumn, and alongside additional marketing activity will build brand awareness. The advertising creatives for 5 Electro and Cobalt variants, bring to life the brand’s proposition of ‘stimulate your senses.’

Sugarfree success

The Wrigley Company was the first to introduce a sugarfree gum into the marketplace and these products now make up the vast majority of Wrigley chewing gum sales. Extra, Airwaves, Orbit Complete and 5 chewing gum ranges are sugarfree. Orbit Complete contains Xylitol which is effective in maintaining oral health, helping to protect teeth and gums.

The sugarfree trend also resonates within the mint category; the top three selling sugarfree mint lines are Polo Sugarfree Original, Extra Ice Mints and Extra Mints Peppermint (AC Nielsen 12 w.e. 17.01.09.)   

Research by Wrigley’s shows retailers have the opportunity to improve chewing gum sales by up to 12% by simply stocking the best selling lines and supporting them with in-store POS. The company recently launched a new counter merchandising unit that enables more flexible ranging and appeals to consumers with its new impactful look, increasing stand out and improving accessibility of the product for customers.



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