Ritter Sport’s Amicelli brand expands, as it signs key social media deal
Premium chocolate brand Ritter Sport has reported encouraging growth results for its Amicelli wafer roll series, which targeted the seasonal gifting market, writes Neill Barston.
The line, which was unveiled for Christmas 2025, gained major retail listings including at Tesco, Asda, Morrisons, Waitrose and Ocado, attaining an incremental upturn put at 70% during the festive period.
According to the company, the brand, which was first unveiled three years ago, also performed within the top 50% of the Christmas gifting category, outperforming a number of established legacy brands including Lindt, Galaxy, Ferrero and Cadbury.
Speaking on the performance, Benedict Daniels, Managing Director at Ritter Sport UK & Ireland, welcomed its prominence, which the firm attributed its upturn to a focus on quality and value within the market.
He noted: “Amicelli continues to prove its ability to deliver meaningful incremental value to the boxed and gifting category. Our Christmas 2025 performance shows that shoppers are responding to the brand’s distinctive taste, premium quality and gifting appeal. We’re delighted with the progress made alongside our retail partners and look forward to building further momentum in 2026.”
Social media deal
In another key move for the company, the business has built further momentum in striking a deal for social media development, with creative agency, Slice.
As the business noted, the strategy has been devised to help deliver even greater levels of market share in the region, with the well-established Germany founded brand having marked a decade in the UK, having more than a century’s history in its native country.
In terms of its new partnership, Slice, which was founded by Michael Corcoran, who is behind campaigns for Ryanair, is designed to help position the business with a strong online presence that play to its present strengths, which include the travel retail, and increasingly, within general supermarket locations..
Benedict Daniels added: “This is about unparalleled ambition. We are pairing the best chocolate in the world with one of the most exciting and proven creative forces in social media. Michael’s track record in building brand fame and driving momentum is exceptional.
“We have made significant progress strengthening physical availability across the market. The next stage is accelerating penetration and converting that distribution momentum into incremental sales. Strengthening mental availability is critical, and this partnership will help us do exactly that,” expressing confidence to further propel its brands across the UK and Ireland, with additional engagement with consumers and extensions to its range anticipated during this year.
