Choc Nibbles expands from cult classic status with major brand revamp

Having gained a loyal fan following in the UK, the well-established Choc Nibbles brand has undergone a key rebrand and investment in recyclable pouches, writes Neill Barston.

Described as ‘delightfully wonky confectionery’ the classic sweet treat has more than 30 years of heritage, and its latest lines will have exclusive for B&M and Heron Foods.

The company, which recently relocated to a new production facility in Northumberland, has been acquired by the SugaRich group, which has enabled the next chapter of its development.

Confectionery Production has followed the fortunes of the brand, which has previously won team of the year honours at our World Confectionery Conference, as it continues to grow its market share.

As the business noted, the rebrand covers a five-strong flavour range in 135g bags: Original, Toffee Crumble, Birthday Cake, Mint and new-for-2026 Jaffa Cake. A new 300g Original sharing bag also joins the line-up.

The rollout begins with an exclusive launch into B&M and Heron Foods from w/c 9 February 2026, featuring two SKUs – 135g Original and 135g Jaffa Cake Choc Nibbles – before expanding nationally across grocery and wholesale from w/c 30 March 2026, including £1 PMP formats.

Furthermore, as the business noted, the refreshed branding elevates Choc Nibbles from cult classic to confident challenger brand, with stronger architecture across all flavours and standout colour blocking designed to drive faster shelf recognition.

In addition, its fresh messaging, including “Saving chocolate one nibble at a time” and “Unapologetically wonky. Unbelievably tasty.” aiming to bring the brand’s character to the forefront, celebrating its playful personality while sharpening its on-shelf presence.

A key highlight of the relaunch is Jaffa Cake Choc Nibbles, a new permanent addition to the range designed to unlock broader shopper appeal and incremental sales.

Made using real Jaffa Cake pieces, the variant brings together a flavour profile shoppers’ instantly recognise, reimagined in Choc Nibbles’ distinctive bite-size format. By tapping into one of the UK’s most familiar cake flavours, Jaffa Cake Choc Nibbles offers buyers a lower-risk route to innovation, combining reassurance with clear differentiation.

The SKU launches as part of the B&M and Heron Foods exclusive window, giving retailers first access to what is expected to be one of the strongest performers in the refreshed range.

Rescued ingredients reframed 
Each variant is made using rescued chocolate and biscuit pieces, giving surplus ingredients a second life as part of a branded, retail-ready product. The relaunch turns this into a point of pride, reframing natural variation not as inconsistency, but as uniqueness and charm.

Since 2018, Choc Nibbles has helped redirect 6,000 tonnes of surplus ingredients into the human food chain, with more than 40 million bags sold over the past seven years.

Notably, as the company revealed, every SKU now moves into kerbside-recyclable paper packaging, using a high-performance paper laminate designed to meet the functional demands of confectionery while improving end-of-life recyclability for shoppers. Despite the packaging upgrade and expanded range, Choc Nibbles is maintaining its £1 RRP, offering retailers a compelling value-led option in one of the most price-sensitive categories in grocery.

As part of the refresh, Toffee Crumble joins the Choc Nibbles masterbrand for the first time, with consumer research indicating a strong appetite for its revamped range. 

James Jeffery, Head of Sales, Sweetdreams Ltd, commented: “Our new Choc Nibbles packs generated a 70% purchase intent in testing – well above category norms – and 65% of shoppers told us they would buy in addition to their current confectionery choices. That means real, measurable incrementality for retailers at a time when every sales-driving innovation counts.”

He added: “The move into kerbside-recyclable paper pouches, the refreshed identity and the expanded flavour range give buyers exactly what they’ve been asking for: modernisation, value and a story that stands out.”

Reflecting on the key investment in the brand, Matthew Stephenson (pictured at last year’s ISM), Managing Director, Sweetdreams Ltd, felt the brand was being elevated to an even higher level.

Matthew Stephenson (right of pic), at this year’s ISM event in Cologne. Pic: Neill Barston

He added: “This refresh takes everything that made Choc Nibbles special – the flavour, the value and the delightfully wonky character, and presents it with far greater confidence on shelf. Moving into kerbside-recyclable pouches while retaining a £1 price point gives retailers a rare combination: a heritage brand with real shopper pull and a truly distinctive look and feel. It’s a proven favourite that now has the standout and relevance to drive new energy into the confectionery aisle.”