As the UK confectionery market continues to evolve beyond traditional flavour extensions, Langtins is positioning itself as a format-led challenger brand focused on texture, nostalgia and experiential snacking.
Langtins founder Ibrahim Sidat shares the thinking behind Coneys, the brand’s latest launch, and how it fits into a wider strategy designed to drive both impulse trial and repeat purchase in convenience and forecourt retail.
Explaining the inspiration behind Coneys, Ibrahim says, “The original insight came from spotting a gap between nostalgia and novelty.
"Ice-cream cones are universally loved, but outside of the freezer, they simply didn’t exist in a way that felt modern, indulgent and snackable. We saw an opportunity to take a format everyone recognises and reinvent it for the confectionery aisle and add a modern twist.”
He continues, “Coneys are unique because they deliver a multi-sensory experience – the crunch of the cone, the smooth chocolate filling, and the playful visual of a mini ice-cream cone, without being seasonal or temperature-dependent. There was nothing comparable on UK shelves: no cone-based confectionery that felt premium, fun and genuinely different. Coneys are designed to stop shoppers in their tracks.”
Langtins positions itself as a brand redefining familiar treats rather than extending existing lines.
Ibrahim explains: “At Langtins, our philosophy is to reimagine familiar treats in unexpected ways. We’re not interested in incremental flavour changes, we focus on format innovation, texture and experience.”
“Coneys fit perfectly into that mission. They take something emotionally familiar and give it a new role in everyday snacking. Like all Langtins products, Coneys are designed to be instantly understandable, but exciting enough to feel like a discovery. That balance is at the heart of how we build products.”
While ice-cream-inspired products are often seen as seasonal, Coneys were developed with year-round shelf performance in mind.
Ibrahim says, “Seasonality was something we were very conscious of. Coneys are inspired by ice cream, but they’re not an ice-cream substitute. They’re a chocolate confectionery product with year-round relevance.”
“By focusing on shelf stability, ambient storage and indulgent flavours rather than temperature cues, Coneys work just as well in winter as they do in summer. For retailers, that means no seasonal drop-off, consistent rotation, and a product that earns its space all year rather than only during warmer months.”
Coneys joins Noomz, Langtins’ freeze-dried confectionery range. Ibrahim explains how the two brands work together:
“Noomz and Coneys play different but complementary roles. Noomz taps into texture-led snacking and viral curiosity, while Coneys deliver nostalgia-driven indulgence.”
“Together, they allow Langtins to cover both ends of modern confectionery behaviour: discovery-led impulse purchases and comforting repeat buys. From a retail perspective, they work well as a range because they attract slightly different shoppers while reinforcing Langtins as a brand that consistently delivers something new.”
Reflecting on Noomz’s early momentum, Ibrahim adds, “The success of Noomz validated something we believed strongly: consumers are actively seeking new textures and formats, not just new flavours. That momentum gave us confidence to be bold with Coneys.”
“It also influenced how we approached launch. From prioritising strong visual impact on shelf to building social-first storytelling around the product experience. We now develop products with both the physical shelf and the digital shelf in mind.”
Retail buyers are focused on products that generate sustained sell-through, not short-term spikes. Ibrahim comments: “Early feedback has been very encouraging. With Noomz, we’ve seen strong repeat purchases driven by word-of-mouth and social sharing. Shoppers don’t just buy once - they come back to try different flavours and formats. With 12 flavours (and more in development), we keep that curiosity alive.”
“Coneys have shown similar promise in testing, particularly as an impulse add-on. Their visual appeal drives trial, while the eating experience encourages repeat purchase. Retailers benefit from products that spark curiosity but convert into habitual buying, and that’s exactly what we’re seeing.”
Ibrahim notes the growing influence of digital platforms: “Social media has fundamentally changed how confectionery is discovered. Platforms like TikTok have highlighted how powerful texture, sound and reaction-based content can be.”
“We now build products with that in mind - asking whether they’re visually distinctive, whether they deliver a surprising bite, and whether they’re something people will want to share. Social isn’t just a marketing channel for us; it’s an insight tool.”
How Langtins supports retail partners
On retailer support, Ibrahim says: “We work closely with retail partners to ensure strong on-shelf execution. That includes eye-catching POS, flexible merchandising options, and clear navigation for shoppers who may be discovering the product for the first time.”
“Our goal is to make it as easy as possible for retailers to trial the range and see results quickly, with support that reflects the realities of high-traffic convenience environments.”
Looking ahead, Ibrahim concludes, “Our roadmap continues to focus on format innovation and experiential snacking. Consumers are becoming more selective, but they’re also more open to trying something genuinely new.”
“Over the next 12–24 months, we expect the category to move further away from incremental flavour launches and toward products that offer novelty, shareability and a sense of fun. Langtins is well positioned for that shift, and Coneys are just the beginning.”