FEATURE
CHOCOLATE & CONFECTIONERY
30 ASIAN TRADER 27 JUNE 2025
ty-centric nature.
The power of limited edition
releases continues to drive
excitement and urgency. Cadbury
Twirl White Dipped exemplifies
this strategy, combining “Cad
bury Twirl’s beloved milk
chocolate curls and
swirls, covered in a
layer of creamy
white chocolate.”
Nash positions this
as bringing “fresh
excitement in-store
and set retailers’
ranges up for success,”
demonstrating how
limited editions can
rejuvenate established
product lines.
Sweet new arrivals
As the confectionery category
experiences a dynamic period of
growth, brands are balancing
innovation and nostalgia to
capture consumer attention
across multiple demographics.
The freeze-dried confection
ery trend shows no signs of
slowing, with Bebeto’s remark
able success story leading the
charge. Following sales of “almost
two million packs and generating
nearly £4 million in sales” within
just six months, the
brand has last month
expanded its Freeze
Crunchy range with
Bubble Gum Bottles and
Blue Raspberry Rings.
Phil Hulme, Commer
cial Director at Kervan
Gida UK, highlights the social
media impact: “The #freezedried
candy hashtag has now surpassed
4.7 billion views on TikTok,
proving just how strong the trend
and demand is.”
The freeze-drying process,
borrowed from space exploration
technology, creates “a bold flavour
experience and an ultra-crunchy
texture that consumers have
dubbed a total game-changer.”
With Bebeto being “the only
freeze dried confectionery brand
in the UK to own its end-to-end
production process,” retailers
benefit from competitive pricing
at just £2 per pack.
Mars Wrigley is capitalising on
consumer nostalgia with the
return of Maltesers White
Chocolate after more than a
decade. Clare Moulder, Maltesers
senior brand manager, confirms:
“Consumers absolutely love
Maltesers white chocolate and
have been clamouring for us to
bring it back.” The timing aligns
perfectly with market trends, as
“white chocolate is a
growing trend” with
the sub-category
seeing “a 12 per cent
uplift in 2024.”
The relaunch
strategy targets
younger demograph
ics, with Moulder
noting that “white
chocolate versions
of favourite brands
appeal to the under-35
demographic, so this launch is set
to bring existing as well as new
consumers to confectionery
aisles.”
World of Sweets is driving
innovation through the popular
Barratt brand with an exciting
range of candy flosses that
reimagine classic flavours.
Kathryn Hague, Head of Market
ing, explains the unique ap
proach: “All of the candy flosses
are available in the classic Barratt
flavourings, but have a unique
twist to them.” The WHAM!®
candy floss features “popping
candy scattered throughout an
iconic sour raspberry flavoured
floss,” whilst Flumps includes
“crunchy, dehydrated mallows
hidden within a vanilla floss.”
The innovation extends
beyond textures to pricing
strategy, with WHAM! and Fruit
Salad candy flosses available in
20g cups retailed at £1, and the
Dib Dab and Flumps flosses can be
bought in 50g tubs retailed at £2.
Nestlé’s Aero Coconut sharing
bar exemplifies how limited
editions can generate excitement.
Cat Mews, Brand Manager for
Aero at Nestlé UK & Ireland,
positions the launch strategically:
“The new Aero Coconut sharing
bar invites consumers to indulge
in a delightful experience that
celebrates the joy of sharing.” The
90g format targets the growing
demand for sharing
occasions, particularly
during summer months.
Similarly, Skittles
Citrus taps into seasonal
trends with its “mix of
five flavours: Orange,
Lemon, Lime, Mandarin, and
Blood Orange.” Florence
McGivern, Skittles senior brand
manager, emphasises the impulse
opportunity: “With its zingy taste
and vibrant mix of flavours,
Skittles Citrus is designed to tap
into the growing demand for
fruity confectionery while
driving impulse purchases,
especially in the summer months
when social snacking occasions
peak.”
Gnaw’s entry into the impulse
fixture represents a significant
trend towards premiumisation.
With their new 35g impulse bars
featuring “Popcorn & Peanut,
Honeycomb & Caramel, Sticky
Toffee Pudding and Seville
Orange,” the brand targets
retailers seeking differentiation.
Josh Patterson, Gnaw spokesper
son, notes: “We’re fortunate that
our long-standing commitment
to create new flavours in choco
late has tallied with many
retailers’ ambitions to trade up
and differentiate their impulse
treat fixtures.”
At £1.75 retail, Gnaw positions
itself as offering “small moments
of joy” propositions for consum
ers seeking premium experiences
within convenience retail.
Swizzels demonstrates how
brands can innovate whilst
addressing health trends. Their
new Squashies Tropical and
Squashies Sour Shooting Stars are
“HFSS-compliant, for shoppers
Top of the categories
Confectionery is one of the top
five purchases on impulse in
convenience stores, and Paul Robinson,
Controller – Convenience and Wholesale, at
Perfetti Van Melle, shares some tips to help
retailers make the most of the opportunity
Visibility is key for sales. Shoppers respond well to cross
merchandised fixtures and clearly signposted sections in store
that target specific occasions:
Counter-top units should ideally sit at arm’s reach from the
main till point to drive impulse sales
Front of store POS that sit at eye level can capture attention
and increase impulse purchases
Robinson advises retailers to focus on tapping into one of
three key shopper missions: refreshment, indulgence, such as
fruit flavours: and on the go:
Stock a variety of flavours, textures, and formats to offer
choice in the leading brands – they provide peace of mind and
always sell first
Add signage and POS for a standout fixture that builds
visibility in-store. Talk to your rep about compelling deals to
advertise at the till e.g., 2 for1
Include sugar free products in your offering, mints and gum
are not exempt from either the rise of the health-conscious
consumer or HFSS regulations