Ritter Sport UK & IRE is launching two new 100g flavoured bars this autumn, Ritter Sport Salted Caramel and Ritter Sport Orange. The company is looking to take a “bigger chunk” of block chocolate sales and challenge its competitors.
Ritter Sport Salted Caramel contains salted caramel crisps and crunchy caramel pieces in the brand’s milk chocolate, while Ritter Sport Orange is made from dark chocolate, wrapped around a zesty orange fondant filing.
The launch is being supported by a 360 degree marketing campaign, with two day time television celebrities starting things with a social media campaign. The campaign, ‘Start your love affair with the square’ centres around the new varieties, as it aims to integrate more middle aged women to the brand in September and October.
“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,” said Benedict Daniels, Managing Director at Ritter Sport UK & IRE. “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.”
Caramel is the UK’s third largest chocolate flavour sector after milk and nut and is worth around UK£110 million, making up 11% of the total market. Salted caramel is currently 20% of that. Orange has established itself as a key flavour in the block category, worth 4% of the total market.
The new bars are listed in grocery, convenience and wholesale stores. Both are listed in Bestway, BP forecourts and others, while the salted caramel variety is listed in Asda, Morrisons, Sainsburys, Waitrose and Ocado. Both are retailing for a price of £1.
Eight SKUs are launching for the company in Asda from mid-September, a move Mr Daniels celebrated.
“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,” he commented.
Family-owned Ritter Sport is a manufacturer of chocolate which uses sustainable cocoa and 100% natural ingredients.
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Caitlin Gittins
Editor, International Confectionery
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