Ritter Sport expands with new mini impulse chocolate series

German confectionery brand Ritter Sport has extended its range of chocolate offerings with its latest mini impulse bars, developed in response to rising demand for smaller portions, reports Neill Barston.

As the company noted, the past year saw the business report record performance, despite broader pandemic business challenges.

The business enters the count line category for the first time with its mini series, retailing in the UK at 60p for a 33g ‘duo’ (2x 16.8g units) pack or 2 for £1.

They offer retailers an entry-level trial size opportunity to stock the Ritter Sport brand and generate additional impulse sales. The new range is available in Ritter Sport’s top selling milk chocolate varieties – Cornflake, Whole Hazelnuts, Alpine Milk Chocolate and Butter Biscuits

At less than 100 calories per portion and made with 100% certified sustainably sourced cocoa, Ritter Sport Mini targets self-treating on the move or for enjoying ‘one now and one later’ as the brand will communicate via a consumer social media campaign on Facebook and Instagram, throughout July.

Katy Clark, Head of Marketing at Ritter Sport UK & IRE, says: “As a leading international manufacturer, Ritter Sport is mindful of the need to help consumers enjoy a balanced diet without compromising on taste. With its ‘one for now, one for later’ proposition, the Ritter Sport Mini portion-controlled impulse pack is the perfect on the go format as we start to return to normal.”

According to a Mintel research study last year, there’s real demand for these sorts of products and formats, with 68% of consumers want to enjoy the full taste of chocolate, rather than switch to reduced sugar options.

Single serve packs are the most popular impulse format, enjoyed by 66% of consumers buying this category2. Almost half of chocolate sales in convenience are singles, making this format the most important chocolate category in these outlets. However ‘duo’ packs like new Ritter Sport Mini are the main growth area in singles at +6.8%, driving value to the category.

Clark added: “These impressive numbers add up to a huge opportunity for Ritter Sport Mini Impulse 2-Pack to drive consumer penetration. Mini introduces a new need state to drive trial of the Ritter Sport brand via an entry point trial size format.”

Emma Smith, category buyer at CJ Lang, official wholesaler for Spar Scotland, says: “The new Ritter Sport impulse bars are a great addition to our impulse range in SPAR stores across Scotland. As lockdown restrictions continue to ease in Scotland, impulse purchases are set to increase in line with changing consumer shopping habits.”

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