Werthers Original and Bendicks owner Storck UK is launching a new confectionery line, Knoppers [pronounced with a ‘k’].
The multi-layered product is aimed at the 8.4bn sweet snacking occasions currently taking place in the UK [Kantar].
Knoppers consists of crispy baked wafers with a milky hazelnut cream filling and a chocolatey coating, with 137 calories per bar.
Storck will be supporting the launch with a £4.5m TV campaign first airing on September 8, targeting mums as part of back to school, with the aim of building awareness and driving consumer demand. Retailers are recommended to stock up now to meet the demand for the new product, with uplifts of up to 30% expected.
The snacking is currently worth £31bn [Mintel, 2016], with 71% of the UK snacking once a day or more. With countlines accounting for 32% of total chocolate sales [IRI Aztec Data Total Market 52we 04.12.16], there is, says Storck, an opportunity to deliver growth with the launch of Knoppers. Consumer research results conducted by Storck UK indicate that 84% of shoppers would buy Knoppers, above the category norm of 30% [Kantar Worldpanel 52 w/e 01.01.2017], and a repeat purchase rate of 45%6 which is higher than leading competitors of the brand.
Andy Mutton, Sales Director at Storck UK, comments: “Knoppers has already proved to be a huge success in the 50 countries that have previously launched the product. With Knoppers presenting a 61% incremental sales opportunity5, we firmly believe that the brand is set to continue this success in the UK. We have had extremely positive responses from retailers so far with listings secured across multiple channels, with comments received about its impactful and distinctive packaging.”
Launching on September 1, Knoppers is available in a multi pack of four (MMRP: £1.25) and singles (MMRP: £0.50). In addition to the TV launch, there will be a sampling roadshow touring the high streets and offices of major cities plus in store display to drive trial and awareness.