The sweetest thing

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With parents stocking up on sweet treats for every occasion, and a growing health consciousness among consumers, the confectionery market is ripe with innovation, writes Shauna Bernard

Brand Central

17 September 2024

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Parents are stocking up on lunchboxes, healthy sweet treats, and Halloween goodies.

Even the most disciplined individuals aren’t entirely immune to the lure of an occasional impulse purchase.

Keen retailers know just how to utilise that to generate a healthy boost to confectionery sales.

As Ireland becomes more health conscious as a nation, it remains that most consumers prioritise taste when it comes to confectionery.

This balance reflects a broader trend where health awareness coexists with a desire for flavourful, satisfying snacks.

In the world of chocolate confectionery, this sector is forecast for dynamic growth and innovation.

According to Euromonitor’s July 2023 report, the period from 2024 to 2028 will see a continuous influx of innovations in this category.

These innovations are expected to include a range of new flavour combinations and healthier alternatives, which will benefit both consumers and manufacturers.

For consumers, these advancements mean access to a wider array of choices that cater to evolving tastes and dietary preferences.

For manufacturers, it offers opportunities to engage with a diverse market by introducing unique and appealing products that meet both indulgence and health-conscious demands.

This dual focus on indulgence and health reflects a broader trend in consumer behaviour, where taste remains a priority even as dietary considerations become more prominent.

Retailers that capitalise on this balance, by offering innovative and appealing confectionery options, are well-positioned to capture and sustain consumer interest in an ever-evolving market.

Sustainably sweet

Chunky Crunchy Double Chocolate KitKat

Chocolate is the most delicious ingredient in Nestlé’s portfolio of well-loved chocolate bars which is why the company has been raising the bar on how they source cocoa.

In 2009, Nestlé launched its Cocoa Plan with a view to improving the lives and livelihoods of cocoa farmers and their families. In Europe, 100% of Nestlé’s cocoa is sustainably sourced through this plan and Rainforest Alliance certified mass balanced cocoa.

Building further on the Nestlé Cocoa Plan, the company has launched an innovative new income accelerator programme to further address the challenges faced by cocoa-farming communities, with a clear focus on closing the living income gap through incentives for cocoa-farming families to enrol their children in school, implement good agricultural practices and engage in agroforestry activities.

The Nestlé Cocoa Plan has worked with nearly 180,000 west African cocoa-farming households. The income accelerator programme has, so far, supported more than 10,000 families in Côte d’Ivoire, and is currently expanding into Ghana to include a total of 30,000 families.

KitKat bars made using the cocoa from this programme have been available in Ireland since May with ‘Breaks for Good’ branded bars featuring a QR code to provide consumers with additional information about the programme and its positive impact.

KitKat remains Nestlé’s no.1 confectionery brand within Ireland with sales consistently strong across key formats. Within chocolate singles, KitKat value sales are +19.2% YTD ( year to date) driven by the core four Finger, Chunky and DUO formats.

KitKat Chunky first launched in 1999 and since then has brought innovation to the portfolio through a series of limited edition flavours including more recently KitKat Chunky Biscoff white and KitKat Chunky Crunchy Double Chocolate which consists of a chocolate crispy wafer coated in milk chocolate. This new variant will be available in prefilled displays to support the launch with additional point of sale material available to highlight it in-store.

KitKat’s two Finger biscuit portfolio continues to perform well with value sales +11.7% YTD and is set to grow further with the launch of a Cookies & Cream variant.

KitKat has become synonymous with break times, with its ‘Have a Break, Have a KitKat’ tagline.

This month, the brand will kick off a new ‘break’ themed advertising campaign across TV and Broadcast Video on demand, digital channels such as YouTube, Meta platforms and out of home with Spotify. The campaign will run until the end of November.

Since its initial launch in 1935 as the first ever bubbly chocolate, Aero® has been continuously innovating new ways for consumers to enjoy its bubbly range. Core variants include milk chocolate and peppermint, while flavour variants add incremental sales opportunities.

This year saw the launch of a new Aero Choco Hazelnut flavour sharing bar, bringing together the brand’s signature melt-in-your mouth bubbles and the smooth, nutty flavour of hazelnut. Demand for this new variant has been strong since launch contributing towards Aero’s value growth in sharing blocks of +14% YTD.

Earlier this year, Nestlé launched a range of ice cream inspired chocolate sharing bags to include Neapolitan flavour Aero® Melts, Raspberry Ripple flavour Milkybar ® Discs, Cookie Dough Ice Cream flavour Munchies®, and Ice Cream shaped Rowntree’s® Randoms® Foamies.Within chocolate sharing bags, the value growth of Aero’s range is +16.5% YTD.

Rowntrees Randoms Fizzy Cactuz

Long synonymous with sugar confectionery, Rowntrees® continues to develop exciting products to cater to the sugar sharing bag market. Earlier this year the brand launched Randoms Fizzy Cactuz, sweets in zesty fruit flavours including raspberry, kiwi, passionfruit, and lime.

The sweets feature two fun textures, with some being deliciously gummy, and others containing a juicy fruit filling that burst with each bite. Fizzy Cactuz will join Rowntrees growing Randoms range, currently made up of the original Randoms and Randoms Juicers. Rowntrees sugar sharing bags are delivering value sales +9.8% YTD with the Randoms range of sugar sharing bags +39.6% YTD as the launch of Fizzy Cactuz contributed incremental growth.

Rowntrees also has an expansive vegan friendly offering to ensure as many Irish consumers as possible can enjoy its fruity chews. With the vegan friendly range now including Rowntrees Fruit Pastilles, Rowntrees Jelly Tots, Rowntrees Fruit Gums and Rowntrees Pick & Mix.

Other well-loved brands within the Nestlé portfolio include Milkybar, Smarties, Munchies, Rolo, Toffee Crisp, Lion, Quality Street, Black Magic, Dairy Box and After Eight.

With many Irish consumers having a repertoire of favourite brands, retailers should maximise the sale opportunity of each through ensuring unmissable visibility in-store of core formats such as KitKat four Finger, KitKat Chunky, Aero milk chocolate, Aero peppermint, Yorkie milk chocolate, Rowntrees Fruit Pastilles and Polo while adding new flavours and innovation to create further excitement within the category.

* Value performance source: AC Nielsen Total Market incl. Dunnes & Discounter estimate YTD 11/08/24

Choco-licious luxury

Lily O’Brien’s Christmas dessert collection

Enhance shoppers’ experience this Christmas season by stocking Lily O’Brien’s irresistible premium chocolate collections. All crafted with Lily O’Brien’s signature chocolate recipe, this luxurious range is the perfect choice for all shoppers’ gifting needs.

From rich, indulgent flavours to beautifully packaged collections, Lily O’Brien’s chocolates are sure to make festive moments extra special.

Lily O’Brien’s is the largest of the Irish brands in the premium box chocolate market in Ireland and is the second largest brand overall in the total premium box chocolate category (Source: Nielsen MAT Dec 2023).

From the bestselling indulgent Desserts Collection, the Ultimate Chocolate Collection, Truffles and some exciting new products, Lily O’Brien’s has the perfect product range to suit shoppers’ needs this Christmas.

New products are a key driver of confectionery category growth and Lily O’Brien’s are launching three new collections in Ireland to delight shoppers in search of the perfect gifts to impress friends and loved ones this festive season.

Lily O’Brien’s have launched the Luxury collection where every bite exudes luxury and indulgence. Its beautifully designed large box of 27 chocolates with nine delicious recipes explores a world of textures and flavours.

From Rapturous Raspberry to Caramelised biscuit bliss, Truffle Decadence and Coffee & Biscotti this collection really is a feast for the senses.

The much-loved Desserts Collection and the Ultimate Chocolate collection are both ranked in the top 10 chocolate collections in the premium inlaid box category (Source Nielsen MAT Dec 2023) and are must stock items for the season.

This year the brand is introducing a large, limited-edition box of Dessert Chocolates with a seasonal twist! Each festive box contains 24 chocolates with nine recipes including four new limited edition chocolates: Berry Eton Mess, Dark Orange, Triple Chocolate Shot, Spiced Latte.

The Ultimate chocolate collection includes a mix of mouth-wateringly delicious milk, white and dark chocolate recipes beautifully gift wrapped and ideal for gifting on the go for all chocolate lovers.

Lily O’Brien’s are also launching a large variety box of truffles perfect for sharing with friends and family at get togethers over the festive season. The current range of three single flavour 200g truffle boxes will be joined in store this year by new Assorted Chocolate Truffles 337g.

Each box of Assorted Truffles contains four delicious recipes-Milk Chocolate, Salted Caramel, Vanilla and a new Dark chocolate truffle with a milk chocolate centre.

The Lily O Brien’s brand will be supported with an ATL campaign including Radio, Digital Advertising, Press, PR and impactful POS for instore display. Its campaign message ‘For the ones you really know’ positions Lily O’Brien’s with consumers as the ideal gift to choose for family and friends to show how well they are known and loved.

All Lily O’Brien’s chocolate collections are made in Ireland, each chocolate is crafted with a commitment to quality and flavour to bring joy to all chocolate lovers. Available to order through Tennant & Ruttle.

www.lilyobriens.ie

Fair trade, fair chocolate

Pictured: Nicola Matthews, Global head of Brand Communications, Tony’s Chocolonely

Q1: How did Tony’s Chocolonely come to be?

Tony’s Chocolonely is the epitome of an impact brand. Born out of a desire to create positive change rather than product first, the brand exists to end exploitation in cocoa. And that’s exploitation of people and planet – child labour, forced labour and deforestation.

In 2005, Dutch journalist Teun van de Keuken uncovered the harsh realities of cocoa production, where millions of farmers live in poverty, and exploitation is widespread. This discovery led to the founding of Tony’s Chocolonely with a clear commitment to end exploitation in cocoa and generate positive change in a global industry.

Q2: What does Tony’s Chocolonely commitment to ending exploitation in cocoa production look like in practice?

We focus on engaging with five key players across the industry – cocoa farmers, consumers, retailers, governments and other cocoa-buying companies – to create a business model that can fix a broken industry.

We work directly with cocoa farmers and cocoa cooperatives as equal business partners. We build direct, long-term relationships in Ghana and Côte d’Ivoire, and work together to solve the underlying causes of illegal labour.

We strive to empower consumers to demand fairer products and make informed choices too. Your choices matter and can help drive meaningful change.

Partnering with retailers is another crucial part of our strategy for change. We help to inspire them to prioritise and promote chocolate that’s free from exploitation, and improve the sourcing of their own label products too.

We advocate for stricter government regulations and enforcement to prevent illegal labour practices, especially in West Africa.

We want to inspire other companies that buy cocoa from West Africa to adopt our ethical sourcing practices that are proven to address the root causes of exploitation in the supply chain.

Q3: What is the direct impact of Tony’s Chocolonely on cocoa farmers, cocoa production practices, and other retailers, as outlined in your Annual Fair Report?

There are three key issues in the cocoa industry – forced/child labour, poverty and deforestation. I’m proud that we can demonstrate the huge positive impact made against all of these.

Poverty/Living Income

In 2022-23 (our last published financial year), the premiums paid by Tony’s Open Chain Mission Allies upped the cocoa income earned by farmers supplying to Tony’s Open Chain in Côte d’Ivoire by 51%.

This is a direct result of both Tony’s and its Mission Allies (other brands sourcing cocoa via Tony’s Open Chain) paying the Living Income Reference Price.

Currently 17,740 farmers benefit from living income cocoa prices thanks to Tony’s Open Chain, 20% more than last year. 

Forced/child labour

The industry average child labour prevalence rate is 46.7%, that’s one in two children in cocoa growing communities engaged in child labour. Partner co-operatives within Tony’s Open Chain showed a significantly lower prevalence of child labour at 10.5% and encouragingly, Tony’s long-term partner co-ops (3+ years) have an even lower rate of 4.4%.

Deforestation

Detailed satellite mapping and deforestation reviews have confirmed that Tony’s supply chain is 100% deforestation free, resulting in 87% lower emissions in Ghana and 95% lower emissions in Côte d’Ivoire than most other cocoa sold in the same region.  

Q4: Tony’s Chocolonely has established five sourcing principles that guide your business with cocoa farmers.. can you take us through these?

First, we ensure that our cocoa beans are fully traceable by sourcing directly from partner cooperatives, which gives us complete transparency about where our beans come from.

Second, we pay a higher price (the Living Income Reference Price) to farmers, as we believe that everyone involved in cocoa production should earn a living income.

Thirdly, we work closely with cocoa cooperatives to enhance and professionalise farming practices, including implementing sustainability programs.

Lastly, we focus on improving productivity by investing in agricultural knowledge and skills in collaboration with partner cooperatives. We develop expertise in farming practices, to improve quality and enable farmers to generate additional income and prevent deforestation.

Q5: In the context of the Irish market, what range of Tony’s Chocolonely products is available, and how can Irish consumers contribute to making a global impact through their purchases?

Irish retailers can play a crucial role in our mission by choosing to stock Tony’s Chocolonely products on shelves thereby supporting our efforts to eradicate exploitation in the cocoa industry.

Lindt your day

Lindt Nocciolatte Milk Hazelnut Bar

Since 1845, the Lindt master Chocolatiers have combined its expertise with the highest quality ingredients from around the world to produce the finest chocolates.

Discover the Lindt Snacking range, answering shoppers’ needs, whether it’s a moment of escape from daily life with a Lindor Milk Bar or to recharge after a long day with Nocciolatte Milk Hazelnut Bar.

With Lindor Milk 38g, imagine irresistibly smooth melting Lindor filling in an ideal on-the-go bar format to enjoy a me-moment. Complete the range with Nocciolatte 35g, a sumptuous combination of crunchy and creamy, with whole roasted hazelnuts enrobed in a layer of smooth milk chocolate and hazelnut filling.

Lindt chocolates continued strong growth in the Irish market helps cement its dominant position at the premium end of the category.

The Lindor singles range is growing +10.0% and the Nocciolatte range is growing +31% YoY ahead of the singles countlines market.

Make sure to stock up and answer the key Snacking moments with the Lindt Snacking range!

*Source: Nielsen Total Scantrack Excluding Discounters and Dunnes. 52 weeks to 16th June 2024 (MAT) versus prior

Spook-tacular ‘Scares’

Rice Krispies Scares Devilishly Chocolate

Kellogg’s has introduced a limited-edition, spook-tacular change to the packaging of Rice Krispies Squares.

The brand will be renamed ‘Rice Krispies Scares’ for the second year running in celebration of Halloween.

The limited-edition offering will come in Chewy Marshmallow (pack of four and pack of eight), Delightfully Chocolate (pack of four and pack of eight) and for the first year, Caramel and Chocolate (pack of four) gets scary.

The new packaging will feature a haunted house backdrop as the launch from Kellogg’s combines the three classic, well-loved flavours with the spookiness of Halloween.

The limited-edition design will be available from 1 September in all major supermarkets.

Kellogg’s Rice Krispies Squares accounted for 64% of total cereal bar value sales growth making RKS #1 growing brand within the category1.

Ann Rose Eng, Senior Brand Activation manager, Kellogg’s Ireland, said: “Halloween is a big occasion for retailers here in Ireland. This year’s addition of Caramel and Chocolate is something we’re very excited about and we are sure that Rice Krispies Squares lovers will enjoy the spooky packaging.”

1) Nielsen Total Scantrack L52wks data up to 11th Aug 2024.

Nutty for protein

FULFIL Milk Chocolate & Almond Protein Bar

Ireland’s number one protein bar brand FULFIL is set to launch a new flavour within its already extensive portfolio. The protein category leader in healthy bars will hit shelves with one innovative flavour this year, continuing to re-invent the snacking category.

‘Milk Chocolate & Almond’ is a delicious almond flavoured bar, enrobed with milk chocolate and topped with crunchy roasted Almond pieces and can be found on shelves from September.

This new offering not only has a broad consumer flavour appeal, but its indulgent taste and distinctive crunch, while boasting all FULFIL’s distinctive attributes such as 20g protein, nine vitamins and less than 3g sugar, make it set to be a consumer favourite.

FULFIL’s genuinely tasty, healthier alternatives to standard chocolate confectionery give consumers a healthier option, with no compromise on flavour.

Keep up to date with all things FULFIL and watch out for a sampling coming near you @fulfil_nutrition

Data Source: Based on collated EPOS from over 1500 Republic of Ireland stores for 52w/e 11th August 24

Minty delight

Forest Feast Peppermint Cream Dark Chocolate Almonds

Premium snacking brand Forest Feast continues to innovate with the launch of its new Peppermint Cream Dark Chocolate Almonds. Forest Feast is dedicated to crafting exceptional snacks that delight the senses, sourcing the finest ingredients from around the globe.

Every batch is carefully handcrafted at its committed manufacturing site in Co. Armagh to deliver an indulgent snacking experience.

The oven-roasted almonds are coated in creamy peppermint-infused white chocolate, topped with crunchy sugar crystals, and wrapped in real Belgian dark chocolate.

Vegetarian and gluten-free, these delightful treats offer a truly indulgent snacking experience.

The range is available online and in selected retailers, at an RRSP of €4.35 for 120g

Bueno boost

Ferrero is driving awareness of Kinder Bueno with a heavyweight campaign to back the brand rolling out this month. The brand-new campaign is set to target Gen Z and Millennials to bring younger shoppers into the brand, amplifying brand awareness and reigniting the importance of this must-stock core product within the convenience channel. 

The TV advert is on air throughout August and running until early October across online video, social and broadcast video on demand (BVOD), with the creative carrying the tagline ‘Why be basic, when you can be Bueno’ and follows a successful year for the brand.

New POS in the form of pre-filled shippers will roll out to major multiples and convenience retailers for launch this September to help support retailers with impulse purchases.The tailored point of sale can support retailers in maximising their sales potential by positioning Kinder Bueno as a key product within retailers’ confectionery range, perfect for meal deals or cross-category promotions. 

 Available in standard and price-marked pack single serve formats, Kinder Bueno caters to those shoppers looking for an on-the-go treat or a tasty bite for the family to enjoy. The ‘Why be basic’ Linear TV advert will run from 5 to 30 August, with the campaign also rolling out across OOH, social media, and BVOD until 6 October.  

Box of bliss

Butlers Ballotins

Butlers Chocolates – Ireland’s premier family-owned firm dedicated to the craft of exceptional chocolate making, has Christmas chocolate indulgence all wrapped up and filled to the brim with gorgeous chocolates that taste as good as they look.

Butlers Ballotins continue to be a must-stock premium Irish-made chocolate gift for the coming festive season. The beautifully gift-wrapped boxes have excellent stand out shelf appeal, each containing a delicious selection of Butlers classic and popular chocolates including Almond Praline, Lemon Heart, Latte and not forgetting the much-loved Orange Crunch.

For a luxury chocolate gift that hits all the sweetest notes, The Chocolate Collection by Butlers is the definitive chocolate assortment featuring a stylish and contemporary selection of chocolate truffles, pralines and caramels, crafted to perfection, in eye-catching packaging.

Available in two sizes, the selection includes Salted Almond Crocant, Mango & Lemongrass and Chocolate Flake.

Butlers Ballotins (160g, 320g and 480g) and The Chocolate Collection (185g and 300g) all feature within the top ten best-selling premium boxed chocolates in Irish multiples (Nielson 2023).

Butlers Chocolates are crafted using only sustainably sourced cocoa, vegetarian ingredients and no palm oil and are presented in reusable or recyclable packaging.

Butlers factory in north Dublin is also home to one of the largest solar installations on an industrial premises in Ireland and the company is a member of Origin Green.

To place an order please email the team at sales@butlers.ie.

Joyful jellies

Sonas Sweets hanging bags

Ampersand has seen significant success since rebranding Sonas Sweets early last year. The reintroduced hanging bags have refreshed the Sonas Sweets bagged jelly line, with vibrant, innovative, and fully recyclable packaging that appeals to today’s environmentally conscious consumers.

Its refreshed logo, featuring a cheerful sun mascot, modern typography, and vibrant rainbow hues, is designed to resonate with consumers, promising joy and colour with every purchase.

Its strategic design update not only enhances brand recognition but also aligns with the brand’s mission to bring delight to every sweet lover.

Sonas Sweets also implemented a colour-coded system to simplify selection among its twenty-four flavours. ‘Jellies’ are in red packs, ‘Fizzy’ and sour sweets in yellow and orange bags, and ‘Nibbles’ in blue.

Committed to affordability and quality, Sonas Sweets Hanging Bags retail from €1. The popular “€2 Mix-up” continues to appeal with its variety of flavours in cheerful packaging.

Ampersand supports retailers with colourful stands, branded header boards, and dump bins to attract and engage consumers, boosting sales and brand loyalty. Bulk deal promotions further incentivise purchases for retailers.

Ampersand’s commitment to innovation and customer satisfaction is evident in the ongoing success of the Sonas Sweets brand. With vibrant packaging, an eco-friendly focus, and expanded product offerings, Sonas Sweets remains a beloved choice for sweet lovers everywhere.

For stocking inquiries, contact your local Ampersand representative or call the sales line at 01-4130150.

Honouring tradition

Cleeves Popping Candy Irish Chocolate

Cleeve’s, Ireland’s oldest confectionery brand founded in 1882 by the Cleeve brothers in Limerick, continues to enjoy the sweet taste of success.

Its rebranding introduced modern packaging with a vintage-inspired visual identity and an enhanced chocolate formula.

Its upgraded chocolate bars, now boasting a minimum of 30% cocoa solids and free from palm and vegetable oils, have been praised for a richer taste and commitment to quality.

From classic flavours like Macaroon, Mint Crisp and Sea Salt Caramel Crisp to the new playful Popping Candy Chocolate Bar, Cleeve’s range continues to delight, proving that a blend of tradition and innovation is the perfect recipe for enduring success.

Cleeve’s also offers a Classic Assortment Bag range featuring Irish favourites like Original Iced Caramels, Chocolate Caramels, Original Toffee, Macaroon Bites and Golden Days all crafted with traditional recipes.

Cleeve’s has announced there are exciting new product developments in the pipeline that will further expand its collection.

In-store, the brand supports its refreshed look with a variety of point-of-sale materials, including acrylic countertop stands and branded hook stands for the hanging bag range, all designed to boost visibility and attract attention. Retailers can also avail of special deals across the range from Ampersand.

To stock Cleeve’s products, call the Ampersand sales line directly on 01-4130150.

For more information visit cleevesirishconfectionery.ie

Speciality snacking

Walker’s Nonsuch Double Dipped Chocolate Toffees

Shelton Distributors, specialists in confectionery and snacking, has been active in the Irish market since 1974.

To mark its 50th anniversary, Shelton expanded to Northern Ireland on 5 August, providing sales, marketing, and distribution across the entire island of Ireland.

Look-O-Look, known for its innovative confectionery, offers the popular Candy Take-Away range with items like Candy Pizzas and Candy Sushi, often featured in retail through distinctive yellow-header bags.

Walker’s Nonsuch Toffees are gluten-free and come in various sizes, with its Double-Dipped Chocolate Toffee being the best-seller among ten varieties. Its Hammer Gift-Pack is a nostalgic Christmas favourite.

Sugar confectionery sales are outpacing chocolate sales. Trolli’s quirky products, including the Trolli Big Burger, are expanding, with new product launches expected soon.

PEZ, a leader in collectible dispensers, features popular licensed characters like Spiderman and Disney Princess, with some rare dispensers fetching high prices at auction.

Shelton also offers licensed Chocolate Surprise Eggs by Zaini, featuring characters like Cocomelon and Tom & Jerry. Zaini produces premium chocolates, including Boule D’Or chocolate balls.

Belfine, known for sculpted chocolate lollipops, provides festive treats like Chocolate Santa and Snowmen lollies.

Cavendish & Harvey offer fruit-flavoured boiled sweets in travel tins with various merchandising options, while Barkley’s specialises in intense mints, including unique flavours like Ginger and Cinnamon.

Anthon Berg, a leading maker of chocolate liqueurs, is launching Bailey’s Chocolate Marzipan Rounds in 2024.

Shelton’s Christmas range includes chocolate coins with festive themes, priced at €1.50.

For more information, contact Shelton at info@shelton.ie or call 01-4018455.

Read more: Sweet disposition

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