Werther’s Sugar Free is launching a £4m national TV campaign this January to remind shoppers that they can still treat themselves to the taste of Werther’s Original, but with the reassurance of no sugar and fewer calories that will support their new year’s resolutions for a healthier lifestyle.
The total sugar free confectionery category is now worth £12.4m, with Werther’s Sugar Free dominating the market with 60% share (IRI Total Market Volume 52wks 03.12.17). The brand is also growing at +25% (IRI Total Market Volume 52wks 03.12.17) and the upcoming TV campaign is set to accelerate this further during 2018.
Andy Mutton, managing director of Storck UK, owners of the Werther’s brand, said: “We’ve had significant success with our most recent TV advertising.
“Following our 2017 TV campaign, the rate of sale for our Sugar Free Butter Candy increased by a phenomenal 30%(Retailer EPOS – Top 2 grocery multiples: Uplift calculated on EPOS Unit ROS pre and during advertising), and we’re expecting a similar response to the latest campaign, especially given the timing. January is a recognised detox month when we restore the balance after the indulgent festive season. Combine that with the number of New Year’s resolutions to live a more balanced lifestyle and we believe that sugar free options will be a popular choice for shoppers who still want to treat themselves.”
A study has revealed that 90% of sugar buyers are open to trying sugar free options (Market Measures Sugar Segmentation Study 2015. Base Total Study: 400 respondents). Available across grocery, impulse and wholesaler channels in both sharing bags and flip top boxes, this number one seller is being supported with POS, including clip strips, dump bins, walk in FSDU, wholesale strips and bus stops, all of which will contribute to an impactful display, driving volume and impact within the store for retailers.
The current 80g bags have a RRP of £1.37, while the flip top boxes have a RRP of 88p.