Wonky chocolate brand Choc Nibbles has unveiled a “bold” refresh and a Jaffa Cake variant.
The confectionery brand, which makes its treats from surplus chocolate and biscuit pieces, has given its range a makeover to establish itself as a “confident challenger brand”.
It has transitioned to paper laminate packs “to meet the functional demands of confectionery while improving end-of-life recyclability”.
Updated designs feature “standout colour blocking” across its Original, Toffee Crumble, Birthday Cake and Mint variants (rsp: £1/135g) to “drive faster shelf recognition”, it said.
New messaging, including ‘Saving chocolate one nibble at a time’ and ‘Unapologetically wonky. Unbelievably tasty’, created a “playful personality” for Choc Nibbles, it added.
Choc Nibbles has added Jaffa Cake 135g, made from real Jaffa Cakes, as a permanent extension to the range to “unlock broader shopper appeal and incremental sales”.
Jaffa Cake 135g and new-look Original 135g packs are already in B&M and Heron Foods.
The rest of the refreshed lineup, including £1 PMPs, will roll out nationally across grocery and wholesale at the end of March. A 300g format for Original will launch exclusive to B&M in mid-April.
The relaunch aimed to turn Choc Nibbles’ use of surplus ingredients as “a point of pride”, it said.
Since 2018, it has redirected 6,000 tonnes of surplus ingredients into treats, with more than 40 million bags sold.
“This refresh takes everything that made Choc Nibbles special – the flavour, the value and the delightfully wonky character, and presents it with far greater confidence on shelf,” said Matthew Stephenson, MD at Choc Nibbles owner Sweetdreams.
“It’s a proven favourite that now has the standout and relevance to drive new energy into the confectionery aisle.”
No comments yet