Terry’s milking it to boost Christmas sales

The iconic brand will launch Terry’s Chocolate Milk Ball into all major retailers, from September, targeting the 70% of UK consumers who like it plain^[1].

• Iconic British brand, Terry’s, has launched its first milk chocolate flavoured product, Terry’s Chocolate Milk Ball
• Renowned for its Terry’s Chocolate Orange, the brand is aiming to boost Christmas sales and drive its strategy to take the brand beyond orange
• The product is off the back of its success launching its first non-orange SKU, the Mint Chocolate Ball, for Christmas last year which sold out mid-season and became the best performing Christmas NPD in the category^[2]

UK household favourite, Terry’s, renowned for its Terry’s Chocolate Orange, has launched its latest creation – Terry’s Chocolate Milk Ball. The launch is a step change for the brand, expanding its range beyond flavoured products and tapping into the 40% of the category that is plain chocolate^[3].

The new product is off the back of Terry’s success launching the Chocolate Mint Ball last year, which sold out mid-season and became the best performing Christmas NPD in the category.^[4] This mint variation was the first step in taking the brand beyond orange and broadening its appeal. Its new and first ever milk chocolate flavoured product further builds on this strategy, catering to the 70% of British consumers who consider themselves chocolate milk lovers^[5]. The product will launch across all major retailers during September with full distribution from October, ready for the festive season.

Lorène Decam, Senior Marketing Manager at Terry’s said; ”Terry’s is an institution so anything we do needs to respect the love that our customers have for it. We are always very careful to balance innovation with the brand’s core. Our research showed a 90% purchase intent^[6] for the new product by non-Terry’s shoppers, demonstrating a huge growth opportunity for the festive season and beyond.”

The smooth and creamy milk chocolate new product features Terry’s iconic ball shape and 20 segment format, enabling a level of product familiarity, including the long established, unique and fun ritual of smashing it open.

Terry’s has long been a festive favourite and the new Terry’s Chocolate Milk Ball will join its bestselling range, with a RRP of £2.00. The new product launch is being supported through PR, social media, OOH, radio, digital ads and influencers, to drive awareness and trial. Alongside its Segsations, Chocolate Orange Truffles, Chocolate Orange Dark Ball, Chocolate Mint Ball and Chocolate Orange Bar, the brand is anticipating its most successful festive season to date.

Decam added; “Last year, we launched Terry’s Chocolate Mint Ball, which sold out in record time. This year, we wanted to be even ballsier, launching our first product that tastes like milk chocolate. 

‘’Launching a plain version is something most brands start with, but Terry’s will always be different. Our ambition is to tap into the 40% of the category that is plain chocolate but with the unique ritual and format of Terry’s chocolate balls. There’s a huge growth opportunity for the brand and the category.’’

Terry’s has been creating chocolate since 1823 and it’s now one of the nation’s favourite chocolate brands. It was acquired by the confectionary business Carambar & Co in 2017, which has helped drive its international presence and innovation. Its brand refresh last year saw it take on a new, modernised logo and packaging, to further drive its customer appeal and longevity.