Tony’s Chocolonely is launching 90g £2.25 pricemarked packs (PMP) in convenience, available exclusively via Booker.
The move represents the first time the brand has launched a PMP and has been designed specifically for the convenience channel. The PMPs are available in two of the brand’s most popular flavours - Milk Chocolate and Milk Caramel Sea Salt, both in 90g bars.
Tony’s said this strategy allows the brand to compete where the majority of chocolate volume is driven by PMPs. By introducing a 90g bar at an accessible fixed price point, the chocolate maker 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.
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