Chewy sweets brand Millions is making a bold transition from sugar to the chocolate bar category to widen the snacking opportunities for the product.
Golden Casket, which owns the Millions brands of small chewy pellets, is launching two milk chocolate bars containing the sweets in strawberry and orange flavours. The bars are aimed at children - backed by a six-month TV sponsorship of the Sky Kids Movie Zone on Sky 1 and 2.
Sandra Fisher, marketing manager at Golden Casket, said the products’ combination of sugar and chocolate meant they were well placed to make a significant impact on the confectionery category.
“You don’t tend to get sugar and chocolate in the same bar, which makes these products more interesting than most.”
She added that the chocolate extension was launched as the company had run out of ideas for Millions in its original format after a number of flavour extensions, the latest being mint, launched last October.
“Children tend to buy either sugar confectionery or chocolate,” she said. “Instead of buying Millions one day and another brand the next, we want kids to buy the Millions bar when they want chocolate.”
The bars will be showcased at the ISM exhibition in Cologne at the end of the month before their official launch on February 1. They will initially be offered to retailers across the UK and Ireland (rsp: 49p for a 45g bar) for a two-month trial before rolling out into c-stores.
Stefan Chomka