Werther’s Original, a £27m brand[1], has launched a new salted caramel flavour to their range. The Werther’s Original Salted Caramel Cream Soft Caramels is set to drive growth within the Sugar category.
Salted Caramel has become a popular flavour trend across a range of categories and has seen +19% year-on-year growth in value sales within the Sugar category[2] specifically. The new flavour taps into this trend and is therefore expected to drive growth within the category. In addition, consumers are showing a preference for soft and chewy textures with Werther’s Original experiencing year-on-year growth for the texture across its range[3].
Andy Mutton, Managing Director at Storck UK, comments, “The new flavour is an exciting launch for the brand, offering a deliciously smooth and creamy product with a moreish salted caramel flavour.
With the increasing popularity of salted caramel as a flavour, Werther’s Original will help drive growth within the category. This new product provides retailers with an opportunity to tap into trends, offering their customers an exciting new flavour which will appeal to a wide range of shoppers.”
The new flavour is now available in a 15 x 125g Shelf Ready Package.
[1] IRI Total Market 52 w/e 24.06.2022
[2] IRI EXT Traditional Market 52we 08.08.21 – Salted caramel defined by IRI flavour attribute containing keyword “salted caramel” + product descriptions containing “salted caramel” that are not included in flavour attribute
[3] Storck Ex-Factory FY 2021 & Kantar Link Q Study 2019
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