Bahlsen Choco Moments

German biscuit maker Bahlsen is aiming to tap demand for indulgent treats with the launch of Choco Moments, a lineup of premium chocolate biscuits.

The first NPD for Bahlsen’s core portfolio since white chocolate Choco Leibniz in 2015, Choco Moments comprise Crunchy Hazelnut and Crunchy Mint variants (rsp: £1.99/120g).

The duo features “the thickest chocolate topping of any Bahlsen biscuit” according to the family-run brand. The launch would capitalise “on the growth within the special treats category, driven by the consumer preference for a truly indulgent biscuit”.

Set to roll out later this month to Tesco and Booths, Choco Moments would target a new, younger audience than that for Choco Leibniz, Bahlsen said. It would land on shelf after “31% of consumers stated that they would be willing to pay more for a biscuit that has a thicker layer of chocolate”.

The new biscuits will be available from February in Waitrose, Co-op and Sainsbury’s.

“Through the success of the special treats category and the exceptional growth in Choco Leibniz, we’ve readily witnessed the consumer appetite for indulgent biscuits that are ‘worth the calories’,” said Julien Lacrampe, trade marketing manager at Bahlsen.

The brand is the fastest-growing maker of sweet biscuits in the UK’s top 10, having added 22.8% in value sales to £26.7m [Nielsen 52 w/e 9 September 2017].