Sweet talk
Donna Ahern unwraps the latest trends and innovations defining the confectionery market
Print15 September 2025
While health-conscious habits are on the rise, Irish shoppers still love a sweet treat. Indulgence remains a strong driver, with demand for flavour-packed favourites alongside natural and sugar-free alternatives. With Halloween on the horizon, the category gets a seasonal boost — offering a golden opportunity for retailers to drive sales through themed displays and timely promotions.
Reflecting on shopping habits this time last year for example in the four weeks to 3 November 2024, Eimear Faughnan, business development director, Worldpanel by Numerator (formerly Kantar), commented on the company’s latest findings which are based on Worldpanel FMCG data. “October was an important month for Irish shoppers as they prepared for the first school holiday of the new term and Halloween, enjoying above-average temperatures that delayed the need to don winter woollies,” she said. “Shoppers stocked up on Halloween treats, spending a ‘frightening’ €8.9 million more than last year on chocolate confectionery. Consumers spent an extra €1.6 million on sweets compared to the same period in 2023, which is something that retailers and brands will be happy to hear.
In terms of specifically chocolate confectionery, according to a Euromonitor report, which was published in July 2025 titled Chocolate Confectionery in Ireland, technological advancements are set to play a key role in the evolution of chocolate confectionery. Manufacturers are increasingly expected to adopt AI and machine learning within production processes to drive operational efficiency, improve consistency, and ensure high product quality.
The European Union Deforestation Regulation (EUDR), set to be fully implemented by the end of 2026, is expected to significantly influence chocolate confectionery in Ireland, the report shows. The regulation aims to ‘prevent the import of products linked to deforestation, including cocoa, by prohibiting the sale of goods sourced from deforested land’.
Nestlé drives growth with KitKat and Yorkie
Nestlé Kit-Kat range
Rowntree’s Jelly Tots Tangy
Nestlé Kit-Kat Chunky Salted Caramel
Nestlé Yorkie Biscuit & Brownie
Nestlé continues to captivate consumers with a diverse range of innovative products and engaging promotional campaigns.
KitKat is the company’s leading confectionery brand in terms of both revenue and brand value, making it a cornerstone of Nestlé’s global portfolio. Available in over 85 countries and with more than five billion bars sold annually, KitKat has fuelled break times for generations.
With its iconic tagline, “Have a break, have a KitKat”, the brand has become the international symbol of a meaningful break from the stresses of daily life. Throughout its 90-year history, KitKat has continuously extended to cater to new consumption moments.
Earlier this year, the brand launched the ‘Break Better’ campaign, encouraging consumers to prioritize quality breaks for a refreshed perspective after busy days. This initiative coincided with the introduction of new KitKat sharing bars in three exciting flavours: Double Chocolate, Salted Caramel, and Hazelnut. Each bar transforms the classic treat into a shared experience, featuring light and creamy fillings and multiple break-off pieces, making them perfect to enjoy with family and friends. The launch is being supported this year with a comprehensive advertising campaign across TV, VOD, digital, social and outdoor media. To date, the new range has delivered over €1 million in value sales.
In the chocolate singles category, KitKat launched a Hazelnut variant of its classic 4 Finger bar and more recently the KitKat Chunky Funky bar, an eye-catching marbled bar to engage and excite younger consumers. KitKat Chunky’s DUO format saw a +12% value sales growth YTD, which is expected to increase further with the recent launch of KitKat Chunky Salted Caramel DUO.
Yorkie, another beloved brand in Nestlé’s confectionery portfolio, has experienced a remarkable +14.4% YTD value sales growth within chocolate singles. This growth surged to +19.9% in the latest 12 weeks following the successful launch of the Yorkie Biscuit & Brownie variant, which is now also available in a DUO format. Yorkie continues to thrive in the DUO segment, with its total range delivering a remarkable +34% value sales growth YTD.
Aero, the original bubbly chocolate brand launched in 1935, has consistently innovated to enhance its product offerings. Core variants include milk chocolate and peppermint, while flavour variants provide additional sales opportunities. This year, Aero introduced a new Double Choc Brownie flavoured share bag as part of a bakery-inspired range featuring Aero, Milkybar, and Munchies. Alongside Aero Double Choc Brownie, the range includes Milkybar Crispy Cookie and Munchies Vanilla Cheesecake.
Rowntree’s also launched Jelly Tots Tangy, a vibrant twist on the classic sweet. This new sharing bag introduces a sour element, appealing to nostalgia while offering a tangy flavour experience. Made with real fruit juice, including apple, blackcurrant, lemon, lime, orange, and strawberry, these sweets are vegan-friendly, catering to a broader audience that values delicious treats.
During the summer, Rowntree’s partnered with the popular family savings app, Kids Pass, offering parents and guardians three months of free access, providing savings of up to 40% on various summer activities. Additionally, Aero launched a ‘Lost Bubbles’ promotional campaign, offering cash prizes to consumers who found limited-edition bubble-less bars.
Nestlé’s confectionery portfolio also includes well-loved brands such as Milkybar, Smarties, Rolo, Toffee Crisp, Lion and Polo. Within the assortments category, branded offerings include Quality Street, Black Magic, Dairy Box and After Eight, which this Christmas, launches a striking limited edition pack design. Created by artist and designer Camille Wallala this design edition transforms the classic After Eight box to give it a contemporary new look allowing consumers to show up and gift in style this Christmas.
With many Irish consumers having a repertoire of favourite brands, retailers should maximise sales opportunities by ensuring prominent visibility of core formats such as KitKat 4 Finger, KitKat Chunky, Aero Mint and Aero Milk singles, Yorkie Milk and Yorkie Raisin & Biscuit while introducing new flavours and promotional events to generate excitement within the category.
To further support retailers, Nestlé has developed impactful point-of-sale materials and prefilled displays to enhance in-store visibility and drive sales. To continue to drive top of mind awareness, key brands also benefit from advertising support during the year.
Value performance source: AC Nielsen Total Market YTD 10/08/25
Absolute Nutrition – healthy snacking that moves the market
Jo’s Absolute Nutrition Caffé Mocha
Jo’s Absolute Nutrition Protein Balls
Absolute Nutrition makes healthy snacking simple, delicious, and trustworthy. Proudly made in Ireland, our range is designed to fuel busy lifestyles without compromising on flavour, giving families better choices for everyday moments.
Its snacks are naturally high in protein, low in sugar, and free from artificial colours, preservatives, or unnecessary additives.
From the crunchy bite of our protein snacks to the wholesome taste of our treats, every product combines nourishment with real enjoyment – whether it’s a school lunchbox, a post-workout refuel, or an office pick-me-up.
As a growing brand in Ireland’s healthy snack market, Absolute Nutrition is making healthy eating easier and more mindful.
Parents value the clean, carefully sourced ingredients; kids love the taste; and health-conscious consumers appreciate the balance of nutrition and flavour. That’s why Absolute Nutrition is fast becoming a true market mover in the snacking space.
Discover the Absolute Nutrition difference today – snacks that make healthy eating easy, enjoyable, and more popular than ever.
Visit us: www.absolutenutrition.ie
Follow us on Instagram: @absnutfoods
Cleeve’s Irish Confectionery: A heritage brand moving forward
Cleeve’s Irish Chocolate range
Few names in Irish confectionery carry the same history as Cleeve’s, a brand first established in 1882 and still delighting Irish consumers more than 140 years later. Today, Cleeve’s continues to combine its proud heritage with a modern edge, offering products that stand out for both their authenticity and their quality.
Rebrand and recipe upgrade
In recent years, Cleeve’s has undergone a rebrand and recipe upgrade, giving the range a fresh new look and taste while remaining true to its traditions. The updated packaging strengthens its presence on shelf, while the recipe improvements highlight its commitment to delivering indulgence at the highest standard.
Chocolate bars with 30% cocoa
One of the brand’s strongest selling points is its 30% cocoa content across its chocolate bar range, a clear point of difference at a time when many competitors are reducing cocoa levels. The line-up includes the much-loved Macaroon Bar, refreshing Mint Crisp, indulgent Sea Salt Caramel, and playful Popping Candy designed to appeal to younger shoppers.
The Classic Assortment range
The Classic Assortment Bags continue to be at the heart of Cleeve’s portfolio. These family favourites, made with locally sourced Irish dairy, are a perfect example of traditional recipes with enduring appeal:
- Original Iced Caramels – unique chewy caramels in pink and white icing sugar, enjoyed for over 90 years.
- Chocolate Caramels – caramels smothered in dark and milk chocolate, gluten free.
- Macaroon Bites – bite-size chocolates with coconut sprinkles, inspired by the bestselling Macaroon Bar.
- Cleeve’s Slab Toffee Pieces – the famous toffee, pre-broken for sharing.
- Golden Days – dark chocolate caramels with coconut and sea salt, gluten free.
Supporting Irish jobs
Cleeve’s is not only Ireland’s longest-surviving confectionery brand, it is also a champion of the local economy, supporting Irish jobs and businesses throughout the supply chain. Stocking Cleeve’s means supporting Irish heritage, Irish workers, and Irish quality.
Looking ahead
The future for Cleeve’s is bright, with new extensions planned for the Iced Caramel and Classic Assortment ranges to be unveiled soon. These additions will build on the brand’s iconic status while keeping it fresh for today’s market.
For more information, visit cleevesirishconfectionery.ie or follow Cleeve’s on social media.
Sonas Sweets, bringing happiness to the convenience sector
Sonas Sweets
Since its launch with Ampersand in 2018, Sonas Sweets has grown into a standout player in the Irish confectionery market, proudly living up to its name Sonas, meaning happiness in Irish. With its vibrant branding and wide-ranging product selection, Sonas Sweets delivers both quality and value while supporting Irish jobs.
The range is designed to offer something for everyone. Consumers can enjoy the ever-popular €2 Mix-Up, packed with a generous assortment of favourite sweets, or choose from the extensive €1 Hanging Bag range featuring an impressive 24 flavours. Each bag is carefully colour-coded for simple navigation: red for jellies, yellow and orange for fizzy and sour sweets, and blue for nibbles. This clear and vibrant packaging helps drive impulse purchases while standing out in busy convenience store environments.
At the heart of the brand is a focus on delivering joy, variety, and choice to consumers while supporting retailers with strong point-of-sale solutions. The packaging is fully recyclable, reflecting Ampersand’s commitment to sustainability, while colourful stands, header boards, and dump bins boost visibility and encourage repeat purchases. The combination of affordability, quality, and strong in-store presence has made Sonas Sweets a firm favourite across the convenience sector.
With a strong foundation in place, exciting plans are now underway for Sonas Sweets, with new developments set to roll out in the coming months. Watch this space for the next chapter in the Sonas story.
For more information, please contact your local Ampersand representative or call 01-4130100.
Ampersand adds sweet new flavour with Vidal distribution in Ireland
Vidal Rolla Belta
Vidal Party Mix
Ampersand, one of Ireland’s leading FMCG distributors, has recently announced that it has been appointed as the exclusive Irish agent for Vidal, the international confectionery brand that brings colour, creativity and fun to sweet lovers in more than 90 countries worldwide.
Founded in 1963 in Spain, Vidal is best known for its imaginative range of jellies, from classic fruit flavours to playful novelty shapes that capture attention on shelf. Over six decades, the company has built a reputation for confectionery that is bold, colourful and loved by consumers of all ages. Alongside its iconic jellies, Vidal has expanded into sour belts, lollies and sharing packs, giving retailers a versatile mix that performs strongly across impulse and family occasions.
Ampersand is now bringing this energy and excitement to the Irish market with a launch range tailored for the trade. The line-up is designed to maximise margins while covering a wide spread of price points. It features high-margin rainbow and strawberry belts and lollies retailing from 50c, laces and sour treats in €1.20 pouches, and a strong selection of sharing formats including the Mega Sweet Mix, Rainbow Belt Tray, Happy Mix and Party Mix at price points from €2.50 to €5. This balance of fun jellies, novelty belts and larger packs ensures strong appeal across treat, impulse and sharing occasions.
To drive impact in-store, Ampersand will also offer an eye-catching CDU and FSDU display unit. These colourful stands are designed to create theatre, capture shopper attention and encourage impulse sales, ensuring Vidal’s playful branding is unmissable in Irish outlets.
The addition of Vidal reflects Ampersand’s ongoing commitment to partnering with international brands that deliver both consumer excitement and retailer value. Already a global success story, Vidal’s entry into Ireland represents a fresh opportunity for retailers to bring a proven name in confectionery to their shelves, supported by strong trade margins and consumer demand.
With its iconic jellies, bright packaging and worldwide reputation, Vidal is set to bring a new burst of colour, flavour and fun to the Irish confectionery aisle in 2025
Retailers can place orders for the Vidal range now by contacting Ampersand on 01-4130100.
A sweet summer for Bazooka candy
Bazooka Mix Upz
Bazooka and Juicy Drop
Bazooka Candy Brands, distributed in Ireland by Valeo Foods, has wrapped up a summer campaign that brought fun, flavour, and creativity to consumers across Ireland.
The ‘Sweet Bazooka Summer’ activation reached thousands of people through large-scale sampling activities at family and retail destinations, including Emerald Park, The Square Tallaght, and Nutgrove Shopping Centre.
Shoppers and families got the chance to sample some of Bazooka’s most popular treats, including Bazooka Chews, Juicy Drop and Push Pop, putting the brand directly into their hands.
Reinforcing Bazooka’s reputation for edible entertainment, the sampling campaign was amplified with an experiential activity through a Bazooka Candy Factory-themed custom art installation at Nutgrove Shopping Centre by artist Mark Cronin.
Online, Bazooka ran three targeted influencer gifting campaigns with micro influencer platform, FetchIreland, delivering over 65 pieces of original online content, reaching over 200,000 accounts in two months. Through user-generated and relevant content, the campaigns built awareness of Bazooka’s range during a key selling time, sparking conversation and encouraging trial.
Commenting on the success of the campaign, Adam Gosling, head of retail, UK and Ireland, Bazooka Candy Brands, adds: “Our sweet summer of activation in Ireland delivered. We reached over 35,000 people directly with our products and spiked interest in our key products, including Bazooka candy and Juicy Drop, during the summer months.
“Ireland is an important market for us, and as a brand, we’re committed to supporting our retail partners by marketing Bazooka products, encouraging trial and driving shoppers to our retail partners’ stores. With several new lines due to launch in the coming months, we’re committed to further investing in Ireland and ensuring our products remain firm favourites with Irish families.”
For further information on Bazooka Candy Brands, please contact your local Valeo Sales Rep.
Forest Feast launches new chocolate date duo
Forest Feast Salted Caramel Milk Chocolate Dates
Forest Feast Pistachio Crisp Milk Chocolate Dates
Pistachio Crisp Milk Chocolate Dates are sweet dates layered with creamy pistachio nut butter and crispy wafer, finished with velvety Belgian Milk Chocolate.
Salted Caramel Milk Chocolate Dates are generously drenched in Belgian Milk Chocolate and buttery French salted caramel flakes for the ultimate salty-sweet, chewy & chocolate delight.
Every batch is carefully handcrafted at the brand’s manufacturing facility in Co. Armagh.
Bronagh Clarke, marketing director, said: “Forest Feast continues to grow +35% YoY in Ireland over the last 52 weeks. This growth underscores our efforts to deepen brand awareness and expand penetration. With our consumers increasingly seeking innovation, we are strategically positioned to grow the category by launching two exciting new flavours, further strengthening our competitive edge.”
The new products are available in Dunnes and convenience stores, with Tesco, Musgraves and Fine Food Stores following in September.
They will be supported by in-store media, consumer press, sampling and social media.
For more information contact:
Bronagh Clarke – marketing director bronaghc@forestfeast.com
Barry Tyndell – head of sales Ireland barry@forestfeast.com
Lindt & Sprüngli launches new Crispy Creamy Dreamy Choco Wafer brand
Lindt’s Choco Wafer
Lindt’s Choco Wafer Milk Chocolate & Hazelnut
Lindt’s Choco Wafer Milk Chocolate & Hazelnut x2
Lindt, the #1 Boxed chocolate manufacturer*, has unveiled its latest innovation: Lindt Choco Wafer, now available nationwide across grocery and convenience retailers.
Crafted by the Lindt Master Chocolatiers, the new range combines the brand’s signature fine chocolate with crispy cocoa wafer texture and indulgent creamy layers. Designed for both everyday enjoyment and seasonal gifting, Lindt Choco Wafer is set to drive incremental growth in the wafer category.
Awarded a ‘superstar’ rating from Nielsen, the brand is in the top 5% of innovation concepts:
72% of those tested said they would buy the product before trying the product,
89% said they would buy the product after tasting it,
70% said it was even better than they expected.
The range includes:
Lindt Choco Wafer Milk Hazelnut 135g Box and Assorted 138g Box (RRP: €9.00)
Ideal for sharing memorable moments or gifting, each box contains individually wrapped wafers. Layers of crispy cocoa wafers made with high quality cocoa powder are combined with smooth Lindt chocolate, a generous layer of gianduja cream, coated in milk chocolate and crunchy roasted hazelnuts. The Assorted Box includes Milk Chocolate & Hazelnut, Milk Chocolate, and Dark Chocolate wafers.
Lindt Choco Wafer Milk Hazelnut 30g Bar and Milk 26g Bar (RRP: €2.00)
Perfect for on-the-go indulgence, these snack-sized formats offer a convenient treat when at home, at work, or paired with a hot beverage. With clear messaging and portion control, Lindt Choco Wafer bars will play an important role in crafting permissible indulgence in snacking.
Make sure to stock up now on the Lindt Crispy Creamy Dreamy range!
*Source: Nielsen Total Scantrack MAT 13.07.2025
New Baileys Chocolate Caramel Whirls – go on, give them a whirl
Baileys Chocolate Caramel Whirls
Baileys Chocolate Caramel Whirls 3 pack
This Christmas, say hello to the Baileys Chocolate Caramel Whirl; the new festive treat made for cosy nights in, cheeky moments of self-indulgence or that all-important stocking filler you won’t want to share. Available in stores from October, this swirly sensation comes in a triple pack ideal for gifting, sharing (if you must) or popping into a Christmas stocking, available at Tesco, Carrolls and Arnott’s. Each Baileys Chocolate Caramel Whirl is in the shape of a unique swirled cone consisting of a smooth milk chocolate shell, filled with soft, fluffy marshmallow and a luxurious layer of velvety caramel, all infused with the unmistakable flavour of Baileys Original Irish Cream. It’s indulgent, nostalgic, and oh-so-delicious. Either nibble, chomp, lick, crack, dunk or bite into a moment of self-indulgence. There’s no wrong way to enjoy them, so go on, give it a whirl. It’s Baileys Chocolate’s most indulgent launch yet.
New Tony’s Chocolonely treats hit shelves in Ireland
Tony’s Chocolonely
Tony’s Chocolonely Littl’ Bits
Tony’s Chocolonely, the impact-driven chocolate brand on a mission to end exploitation in the cocoa industry, is bringing two exciting new products to Ireland – the much-anticipated Everything Bar and delicious new Littl’ Bits Milk Chocolate Biscuit Mix for all choco fans to taste and enjoy.
For chocolate lovers who’ve struggled to pick just one Tony’s favourite flavour, the Everything Bar is the ‘perfect solution’. This all-in-one bar combines the best-loved elements from Tony’s most popular bars — crunchy caramel pieces from the Salted Caramel Bar, pretzel bits from the Dark Milk Pretzel Toffee Bar, chewy nougat from the Milk Almond Honey Nougat, plus almonds and sea salt from the Dark Almond Sea Salt Bar. It’s Tony’s most flavourful bar yet, and of course, is made with 100% traceable fairtrade cocoa.
That’s not all, Tony’s has been listening to fans and has created a brand-new flavour for the popular munchable snack range. The Littl’ Bits Milk Chocolate Biscuit Mix – because why have one flavour, when you can have two? Dig into both buttery, chocolate-covered biscuit bits and creamy chocolate bites featuring chunky layers of classic milk and white chocolate. Perfect to pair with a cuppa.
Commenting on the launch, Nicola Matthews, head of marketing for UKI at Tony’s Chocolonely, said: “We’ve been paying close attention to what brand fans love and we’re so excited to bring the Everything Bar and Littl’ Bits Milk Chocolate Biscuit Mix to Irish stores. These treats are bursting with flavour and crafted the Tony’s way, with each bite supporting our mission to end exploitation in cocoa, using 100% traceable, Fairtrade-certified ingredients. We can’t wait for Irish chocolate lovers to try them for themselves!”
Tony’s indulgent Everything Bar (180g) is available in selected Tesco stores and coming soon to Avoca, and Brown Thomas with a RRP of €4.50. Tony’s Littl’ Bits Biscuit Mix (100g) is available now at Tesco, with a RRP of €3.49.
Tony’s Chocolonely is proudly committed to ending exploitation in the cocoa industry with 100% traceable Fairtrade cocoa beans and guided by its rigorous 5 Sourcing Principles, championing transparency across the supply chain. Visit www.tonyschocolonely.com for more information.
RYSE – delivers taste and performance
Each RYSE bar contains 80mg of caffeine plus vitamins B6 and B12
Since launching in May 2025, RYSE has rapidly established itself as one of the most exciting new entrants in the functional confectionery space. Now stocked in more than 250 store nationwide —including Daybreak, SPAR, Mace, Londis, and Avoca—the brand has grown its distribution every month since launch.
Co-founder and Managing Director Ian O’Rourke said: “We’ve been blown away by the hugely positive response from both retailers and consumers. It shows the strong support Irish retailers are willing to give homegrown start-ups, and we’re hugely grateful for that. Over the past few months, our focus has been on scaling distribution quickly, and now we’re turning to driving awareness and trial through social, sponsored events and in-store sampling. They are powerful ways to show consumers the energy and focus benefits of RYSE.”
RYSE is well-positioned to tap into the rising demand for functional snacks that deliver both taste and performance. A recent Mintel study revealed that 78% of UK Gen Z consumers snack to maintain their energy levels*. Each RYSE bar contains 80mg of caffeine plus vitamins B6 and B12, offering a steady and sustained energy release in a perfectly sized snacking format.
The brand’s unique combination of flavour and function has already been recognised by the industry, with RYSE shortlisted for an Irish Quality Food Award in the Fortified/Enhanced Food category. Follow RYSE on social channels for updates on the awards and much more.
*UK Lifestyles of Generation Z Consumer Report 2025
Sour Patch Kids launches new limited edition Blue Raspberry flavour
Sour Patch Kids Blue Raspberry
Sour Patch Kids has recently launched the latest in its lineup of lip-smacking sour sweets with new limited edition Sour Patch Kids Blue Raspberry flavour. With 43% of consumers wanting sour flavours, and consumers looking for raspberry flavoured candy, the new launch sets to sour then sweeten tongues across the UK and drive incremental sales for retailers.
Sour Patch Kids Blue Raspberry is available for a limited period of one year, sitting alongside the brand’s UK range which also includes Original, Cola, Watermelon, Fruit Mix and 2024 NPD, Strawberry. Available in PMP and non-PMP packs, the newest addition is vegan, and is available in 130g bags with an RRP of £1.50 (€1.73) in line with the wider Sour Patch Kids range.
The new flavour joins the brand’s portfolio at a time when it’s performing incredibly strongly across the market, even outpacing the category with growth of 26.9% year-on-year.
Sour Patch Kids Original 275g has also added a larger pack size -alongside Sour Patch Kids Original 130g- to the range of SKUs available to retailers.
Cieran James, brand M#manager for Sour Patch Kids at Mondelēz International, said: “The growth in this category and consumers’ love of raspberry flavour means there is a real opportunity for an established and thriving brand like Sour Patch Kids to bring exciting, considered innovation to the confectionery fixture. This is our first new flavour addition in the UK since Strawberry – we can’t wait to hear what retailers, and their shoppers think!”
The launch was supported by in-store activation and organic social media.
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