Impact-driven brand, Tony’s Chocolonely, is launching 90g Price Marked Packs (PMP) at £2.25 in convenience stores, available exclusively via Booker. This is the first time the brand has launched a price-marked pack.
Designed specifically for the convenience channel, this strategy allows the brand to compete where the majority of chocolate volume is driven by price-marked packs.
By introducing a 90g bar at an accessible fixed price point, Tony’s is lowering the biggest barrier to entry (price) to ultimately increase penetration and put more Tony’s bars into more hands.
This strategy also allows Tony’s to reach new consumers as well as those who already know the brand’s commitment to end exploitation in the cocoa industry, but are looking for a smaller alternative to the 180g signature bars.
The PMPs are available in two of the brand’s most popular flavours:
●milk chocolate (90g)
●milk caramel sea salt (90g)
Tony’s Chocolonely continues to disrupt the confectionery category with the brand’s commitment to end exploitation in cocoa, tackling the root causes of forced and child labour through full traceability, higher cocoa payments, and long-term farmer partnerships.