Swizzels has entered the chocolate bar category for the first time in its history with Drumstick Chocolate.
A standard pack format is now available, and later this year a £1 PMP will be introduced. The packaging is 100% recyclable.
Jeremy Dee, managing director at Swizzels, says: ‘‘With the large chocolate blocks category currently in 22% growth and the fastest growing sub-category across the whole of confectionery (IRI), we wanted to bring the much-loved Drumstick taste into the category and give Drumstick fans a brand new taste experience.
‘‘We know that chocolate has been extremely popular over the course of the pandemic, particularly large chocolate blocks which are driving performance, with sales of large blocks up £136 million in 2020 versus 2019, amounting to an extra 105 million blocks sold in that period (IRI). It’s been a source of comfort for some, as have other confectionery products, so we wanted to put a smile on the faces of those looking to treat themselves in what has been such a challenging time.
‘‘Drumstick Chocolate has certainly generated a real buzz and proven to have great talkability. People have been very interested and excited to try the product, and consumer feedback has been very positive. We’re certainly confident that Drumstick Chocolate will add interest to the chocolate bar category this year.’’