Ritter Sport’s UK sales director Christian Boulter has enjoyed an eventful first year at the premium chocolate brand in the its UK division. Editor Neill Barston quizzes him on its latest campaign and how the firm is fast-rising in the region

Ritter Sport has enjoyed a considerable rise in recent years with its UK presence, which has seen it gain significant shelf space across major retailers, which its sales director has clearly welcomed.

Q: How do you feel about taking on your role as sales director for Ritter’s UK division?
It’s been fantastic. I’ve been involved with Ritter Sport now for almost a year now and it’s been a real privilege to step into the role. Across my 27 years of FMCG, I have worked with some huge brands, some huge global companies, and some small brands too. With this job, I get a real sense of opportunity and momentum. The category itself is evolving quite quickly, particularly in terms of how consumers shop. We believe we are well positioned in that shift, and I’m confident that we can continue to build on this growth.

Q: What was your background before getting into the industry?
I studied for a BSc in Marketing at Lancaster University before joining the Kraft Foods graduate scheme, where I worked on confectionery brands including Terry’s and Toblerone. I have held commercial and sales roles ever since. After a period with Campbell’s grocery products, I spent 10 years at Britvic, working across soft drinks and supporting the growth of brands such as Pepsi Max.
That marketing foundation has been important. It gave me a clear understanding of the value of strong brand positioning, consistent messaging and the role brands play in connecting with consumers.

Q: Ritter’s UK team has embarked on an eye- catching engagement campaign this past month, how has that gone?
The response from consumers has been extremely positive to the roadshow. We are seeing existing awareness of Ritter Sport and strong engagement from those discovering the brand for the first time.
There is a clear opportunity to convert trial into long-term loyalty, and we believe the most effective way to achieve that is through product experience. Once consumers taste Ritter Sport, they recognise the quality and are far less willing to compromise. The tour is continuing over the coming weeks, and we are looking forward to reaching even more consumers and building further momentum.

Ritter Sport UK is engaging in one of its biggest consumer campaigns across the next seven weeks. Pic: Ritter Sport

Q: The business has enjoyed notable success in travel retail, but it has grown from that in gaining major supermarket listings. How much of a difference has that made?
It has significantly accelerated our proposition in the UK market. Distribution has grown strongly over the past two to three years, and we are now present across all major grocery retailers with a well-defined range and increasing shelf presence. This progress is underpinned by a clear and consistent strategy that retailers understand and value.
Crucially, consumer awareness is also increasing. As availability expands nationwide, penetration continues to grow. Our repeat purchase rates and loyalty levels are very strong, which gives us confidence in the long-term opportunity. Our focus over the next one, three and five years is to extend that reach further and bring the brand to more consumers.

Q: With the company founded in Germany, it has more than 100 years of retailing experience. How significant is that history?
We remain a family-owned business, and the Ritter family is still actively involved. Their values are embedded in the business and are evident in day-to-day decision making.
While we have over 100 years of heritage, there has always been a consistent commitment to product quality and excellence. There have been no compromises on the chocolate itself or the product format — quality remains central to everything we do. Winning friends and influencing people on the road
From a cultural perspective, we also benefit from a highly capable and collaborative UK team. Although relatively small, the team is experienced and agile, which allows us to move quickly and respond to opportunities effectively.
That combination of entrepreneurial agility and the backing of a larger, established organisation is a real strength.

Q: What do you think are the biggest challenges facing the business now?
The key challenge is continuing to reach more consumers and meet growing demand. We’ve seen particularly strong results from certain retail activations, and the focus now is on scaling that success more broadly.
At a category level, overall volume is
declining as consumers eat chocolate less frequently. However, our research, and our performance, shows that shoppers are increasingly unwilling to compromise on quality. This shift plays directly to our strengths and is a key driver of our growth.

Q: What your passions outside of work and business?
I’m a lifelong Grimsby Town season ticket holder and enjoy spending time at the club whenever I can. I’m also a father of two teenagers, so much of my time is spent with family. Outside of that, I enjoy staying active, following sport and listening to music. I’m also a huge Britpop fan and still enjoy attending festivals, which keeps me busy outside of work.