Premium confectionery brand Ritter Sport UK has heightened its focus for convenience outlets through forging a core deal with Parfetts, as the business passes the decade mark in the region, writes Neill Barston.

As the company explained, it will be bringing five of its key block chocolate flavours to all nine depots nationwide, as part of wider brand building within the region.

With more than a century’s heritage to the German-founded business, the company is targeting further growth within the UK’s 50,000-strong convenience sector. 

Notably, the business is ramping-up its activity at a period when it is reportedly outperforming the market, according to Circana data, against a market in which block chocolate segments are said to be declining by 5.2% within the region.  By contrast, Ritter Sport has delivered year-on-year growth of 2.2 million units (+22.2%).

In terms of its flavours, Rum Raisin & Hazelnut, Marzipan, Milk Whole Hazelnut, Dark Whole Hazelnut and Pistachio will now be available to Parfetts’ network of 1,950 Go Local stores and more than 6,000 independent retailers, giving retailers access to one of the UK’s fastest-growing block chocolate brands while offering shoppers greater choice through premium-quality chocolate and distinctive flavour innovation.

As the company added, the five listed products represent Ritter Sport’s core bestselling flavours, carefully selected to help retailers stand out from more traditional convenience ranges while benefiting from one of the category’s strongest-performing brands.

Benedict Daniels, Managing Director, Ritter Sport UK & Ireland, welcomed the a
“Convenience is a hugely important growth channel for Ritter Sport and our partnership with Parfetts is another significant step in making the brand more accessible to shoppers across the UK.

“Today, consumers are eating less chocolate but expecting much more from every bite. They’re looking for products that genuinely deliver on quality, flavour and value, and that’s exactly where Ritter Sport is winning.

“Our challenge isn’t getting shoppers to buy Ritter Sport twice, it’s getting them to try it once. We know that once consumers discover Ritter Sport quality, repeat rates are exceptionally strong. This partnership gives thousands of independent retailers the opportunity to introduce more shoppers to the brand while driving genuine incremental growth within the category.”

As the company added, the roll-out will be supported with brand activity including local promotions, with support for retailers surrounding the company’s new product development for this year.