Ritter Sport releases new Mini impulse range for convenience channel

Ritter Sport Mini impulse bars, anew portion-controlled count line from Ritter Sport, brings the block chocolate company into into the count line category for the first time.

RRP 60p for a 33g “duo” (2x 16.8g units) pack or 2 for £1, Ritter Sport Mini offers retailers an entry-level trial size opportunity to stock the Ritter Sport brand and generate additional impulse sales. The new range is available in Ritter Sport’s top-selling milk chocolate varieties – Cornflake, Whole Hazelnuts, Alpine Milk Chocolate and Butter Biscuit.

At less than 100 calories per portion and made with 100 per cent certified sustainably sourced cocoa, Ritter Sport Mini is perfect for self-treating on the move or for enjoying “one now and one later” as the brand will communicate via a consumer social media campaign on Facebook and Instagram, throughout July.

“As a leading international manufacturer, Ritter Sport is mindful of the need to help consumers enjoy a balanced diet without compromising on taste,” said Katy Clark, Head of Marketing at Ritter Sport UK & IRE. “With its ‘one for now, one for later’ proposition, the Ritter Sport Mini portion-controlled impulse pack is the perfect on the go format as we start to return to normal.”

Research shows strong demand for these sorts of products and formats: 68 per cent of consumers want to enjoy the full taste of chocolate, rather than switch to reduced sugar options. Single serve packs are the most popular impulse format, enjoyed by 66 per cent of consumers buying the category. Almost half of chocolate sales in convenience are singles, making this format the most important chocolate category in these outlets. However “duo” packs like new Ritter Sport Mini are the main growth area in singles at +6.8 per cent, driving value to the category .

“These impressive numbers add up to a huge opportunity for Ritter Sport Mini Impulse 2-Pack to drive consumer penetration. Mini introduces a new need state to drive trial of the Ritter Sport brand via an entry point trial size format,” added Clark.

Ritter Sport posted a record year in 2020, up +37 per cent YOY, outpacing the total block chocolate market, and 79 per cent of Ritter Sport’s growth was incremental to the total chocolate category.  Ritter Sport’s sales outperformed the category in all channels, including the grocery (multiples) sector, where it was up 19 per cent. (Nielsen Homescan total coverage, block chocolate market 80g+ 52 WE 26.12.20)