Festive cheer with special UK ‘pop-ups’ on the horizon for NOMO vegan confectionery brand

UK vegan and free-from chocolate brand NOMO is aiming to make an impact next weekend at Birmingham’s Bullring shopping, delivering some confectionery festive cheer with a special pop-up initiative, writes Neill Barston.

Its latest venture in Birmingham between 24-26 November, and then London across the next fortnight, aims to help retailers to drive additional sales in the run-up to Christmas, inspiring people to send someone special a gift of ethically-sourced confectionery.

Shoppers will enter a bespoke Blue Santa grotto, where a team of lively elves and a jolly Blue Santa will invite them to enter the address of a friend or family member. They will then record a video message to their recipient and post their free bar in the NOMO letter box.

Upon receiving their complimentary bars, recipients will be able to scan a QR code taking them to a video of their loved one’s personalised message from NOMO’s grotto Thousands of its chocolate bars will be given away to ensure that as many people as possible have the opportunity to send chocolate to someone special. It will be offering consumer favourites, creamy choc and caramel, as well as mini bars to sample.

As the business explained to Confectionery Production, its latest marketing drive represents a shift towards a mainstream engagement strategies, appealing to a broad range of consumers rather than just those with dietary restrictions. The Blue Santa character demonstrates that even Santa is open to swapping his classic red suit for NOMO’s signature blue. By swapping classic Christmas chocolates for NOMO, consumers can take part in the mission of Blue Santa: chocolate for everyone.

Notably, as the company revealed, it delivered £1.24 million of the total £3.73 million value of the Christmas free from chocolate market. This was four times higher than the brand’s nearest competitor. Its focus on quality shows that vegan and free from products do not need to compromise on taste.

The company’s Christmas collection consists of six new products: Choc Fudge Reindeer, Kids’ Selection Box, Caramel Sharing Box, Orange Sharing Box, Mint Sharing Box and Reindeer Hollow, alongside two of its Christmas classics, its original Advent Calendar and best-selling Cookie Dough Reindeer.

Emma Perrett, Marketing Controller at Kinnerton Confectionery said: “We believe that Christmas joy should be for everyone, regardless of dietary requirements or allergies. The return of our Blue Santa character embodies the message of togetherness. By sending a NOMO bar and personalised video message, shoppers will be invited to spread the joy that has been the focus of our brand mission since we began.

“As we continue to grow, we are excited to share our products with mainstream audiences and prove that vegan and free from chocolates really are delicious and for everyone.”


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