Green & Black’s is looking to take a bite out of the singles market, with the launch of two new premium bars.
Available from August, the Truffle bar (rrp 89p) contains a dark chocolate truffle encased in a smooth dark chocolate shell and the new Praline bar is a milk chocolate praline with chopped, roasted hazelnut pieces, encased in a smooth dark chocolate shell. These bars are ethically sourced, contain no artificial flavours, preservatives or colours and aim to capture the growing premium singles market (+46.7%, Nielsen YTD w/e 27.01.18).
Green and Black’s is growing at 11.1% (Nielsen to w/e 19.05.18) and premium chocolate is incremental, growing fast and bringing in new, higher value shoppers, with many consumer needs still yet to be met (Nielsen YTD w/e 27.01.18), therefore offering more headroom for growth in singles than any other segment. Dark chocolate in particular has seen consistent growth for the last three years and is now worth £402m (Nielsen MAT w/e 24.03.18).
Not only that, the brand will be supported with significant investment, including PR, social media and in-store activity – which promises to bring the brand front of mind for consumers.
To bring the brand’s wider Organic range in line with the pack designs of recent launches including Green and Black’s Velvet Fruits and these new singles, its tablets will have a new look and feel from this summer – its first redesign in 11 years.
Katrina Davison, brand manager for Green & Black’s at Mondelēz International, said: “The launch offers even more choice for consumers looking to upgrade their ‘treat’ occasion, and joins latest additions, Green & Black’s Velvet Fruit, the brand’s first bitesize SKU and Green & Black’s Velvet Edition tablets.”
“We believe that Green & Black’s has the right range to answer the growing trend for premium singles. Appetite for premium is clear, as Velvet Edition achieved more penetration than any other in the market this year (2.85% at four months post launch) and also added 1.18pp incremental penetration to the Green & Black’s brand. What’s more, Velvet Edition increased the repeat purchase rate across the brand’s entire range (Nielsen scantrack, Data to WE 02.12.17).
“Therefore, for retailers the new products offer an unmissable opportunity to drive impulse sales in store, without diminishing mainstream chocolate sales (Kantar Worldpanel, 52 w/e 03.12.17).”