Walkers’ Nonsuch has taken the initiative to launch National Toffee Week.

Running all through next week (November 3-9), the aim is to raise awareness of toffee as an alternative to richer rival chocolate. It is also intended to “provide a focus for retailers to drive sales in the key last quarter”.

Walkers’ believes more could be done to boost sales over Hallowe’en, Bonfire Night and Christmas.

A campaign logo with the strapline ‘Every day’s a Chewsday!’ and PoS material is being made available to retailers, wholesalers and C&Cs looking to promote the product on shelf.

MD Ian Walker said: “The week is an opportunity for retailers and toffee lovers to celebrate and promote a great British treat.”