The bags of individually wrapped caramel-flavoured chocolates (rsp: £1.99) are the fourth addition to Werther's Original Chocolate range of bagged confectionery and are predicted to add between £4m and £5m to the £7.4m range in their first year [Nielsen to 12 June 2010].
The chocolates were already available in the United States and Germany, where they had the highest repeat purchase rate of Werther's sweets, claimed brand owner Storck.
The launch would help Werther's expand its appeal beyond traditional 35 years-plus shoppers to "new, younger consumers", said Richard Drayson, sales director. "The launch of the Werther's Original Chocolate range was pretty spectacular so when we presented retailers with Caramelts they were very excited and said 'Why wouldn't we take it?',"he said.
"Caramelts will add further value to the category without cannibalising sales. It is innovation there is nothing else like Caramelts in the UK confectionery category at the moment and will help us continue to appeal to younger consumers."
The new variant will benefit from the £10m marketing investment that has been earmarked for the Werther's bagged chocolate range this year.
The range, which was launched six months ago in a bid to broaden the brand's reach beyond its core older market, was on target to achieve £16m first-year sales, said Storck.