The product is the brainchild of confectionery specialist Yehudi Lipman who held senior EMEA positions with Bestfoods, Unilever and Nestle for over two decades. He said: “There was a gap in the market for something new that really connected with the 10-18 year old ‘early teen’ target audience. So we’ve developed Jaxx from the ground up.”
Available in 50g packs at 69p, the three-strong range – milk chocolate, double-chocolate coco and orange crunches is listed in more than 3,000 stores throughout the UK and Ireland including Londis, Budgens and Martin McColl and distribution is growing fast.
A groundswell of support has already been generated, with Facebook being the location of choice for discussion and debate. Alongside this a website, www.jaxx-world.com, has been custom-built and is working well to engage and interact via competitions, games and ‘webisodes’ (fun and relevant videos and mini documentaries uploaded by the audience). To date, the Facebook page has received 10,500 Likes – a remarkable feat in just three months.
To reflect the target audience, Jaxx Mouthy Chocolate offers vibrant, young packaging, as well as striking POS; including floor stands, clip strips, display cases and t-shirts for promotional and give-away opportunities for retailers. All packaging features the Jaxx ‘mouthy’ character voicing a daring slogan, fully emulating the spirit of the brand.
Bonds Confectionery’s Philip Courtenay-Luck, Chief Distributor of Jaxx Crunches says: “Jaxx is different to almost any other product out there in the confectionery market. Apart from being incredibly refreshing that it is produced independently to the three big manufacturers, it really does taste great. With a tasty crunchy centre and made more real cocoa than typical chocolate confectionery, the range is of an exceptional quality and they are incredibly moreish, unlike a lot of chocolate sweets which can be a little too heavy.”
Jaxx Mouthy Chocolate is continuously developing and expanding its marketing operation. The latest innovation is a sampling campaign across six major cities to raise awareness of the brand and its dynamic flavour with target consumers in environments close to point of sale. In addition, influential bloggers and ambassadors will be targeted via a social media campaign.
Tel: 01623 446001