Ritter Sport is helping Britain celebrate the easing of lockdown restrictions this spring with a new, brand-first sharing format. The family-owned German chocolate brand is entering the sizeable pouch sector – at £579m now almost 13% of the total chocolate market[1] – with Ritter Sport Mini Pouches, fully recyclable paper pouches packed with Ritter Sport’s popular individually wrapped mini chocolate bars.

The two new SKU’s, Ritter Sport Mini Chocolate Mix Pouch and Ritter Sport Mini Nut Selection Pouch, bring together Ritter Sport’s most popular varieties in one paper bag, offering something for everyone.

The new sharing bags are a sustainability ‘first’ in the UK for Ritter Sport. Starting with the new pouches, Ritter Sport is committed to moving its full range to paper packaging by 2025, to ensure its entire range is fully recyclable and fully renewable.

The new Mini Chocolate Mix Pouch features upweighted milk chocolate varieties as the most popular and has nine mini bars, 150g in total, including Marzipan – Ritter Sport’s no.1 bestseller, Cornflakes, Praline, Alpine Milk Chocolate, Butter Biscuit and chopped Hazelnuts. The Mini Nut Selection Pouch has seven mini bars, 116g in total, with Milk Whole Hazelnuts, White Hazelnuts and Dark Hazelnuts.

Made with Rainforest Alliance certified, 100% sustainably sourced cocoa and packaged up in a fully recyclable paper pouch the new sharing bags are ideal for the conscious consumer looking to treat themselves more mindfully.

Each flavour is individually wrapped making them the ideal “Squares to Share” and at less than 100 calories each they’re a delicious permissible treat for those who want to make their favourite chocolate last a little longer.

The ultimate sharing opportunity from Ritter Sport, these Mini Pouches are perfect for Big Nights In in front of the TV (Ritter Sport fans’ favourite way to enjoy their chocolate), Rule of Six meet ups, picnics in the park, snacking and self-treating.

The launch is backed by a paid social media campaign, with product advertising and giveaways on Facebook and Instagram.

Sharing bags are booming

Chocolate is one pleasure ‘locked-in’ Brits haven’t been denied of in the pandemic. Sharing occasions are booming as stay-home consumers enjoy big nights in, instead of their usual social activities. Sharing bags are growing +4.2% annually, adding £29m to the confectionery category[2].  As the lockdown restrictions start to ease, our sharing habit is set to leap a level and Ritter Sport Mini Pouches will be adding to our enjoyment.

Katy Clark, Head of Marketing Ritter Sport UK & IRE, says: “Ritter Sport Mini Pouches offer retailers a huge opportunity to drive brand penetration via a new format and frequency with our existing fans who’ve been asking for a pouch from us for some time now. In research, consumers said they prefer to have a smaller amount of regular chocolate than a larger amount of low sugar chocolate[3], and our new formats at under 100 calories a square help retailers capitalise on this shopper demand.”

Ritter Sport UK & IRE posted another record year in 2020, its sixth consecutive growth year since its UK launch, outperforming the block chocolate market in all channels with +37%[4] YOY growth, around 50% ahead of the category. Ritter Sport is also celebrating a recently agreed national range listing in Morrisons.

Ritter Sport pouches will be available online through Ocado this month, starting at an MRRP of £2.50, then they will go on promotion for 2 weeks at £2 in May. Ocado was Ritter Sport’s fastest growing customer in 2020[1]with 208% growth YOY. The pouches are also available in Booths.

 1 Nielsen Total Coverage Including Discounters MAT to 28.09.2019

[2] IRI data to 28 March 20.

[3] Mintel UK Confectionery Report May 2019

[4] Nielsen Homescan total coverage, block chocolate market 80g+ 52 WE 26.12.20

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