Amicelli, the premium wafer roll brand from Ritter Sport, has delivered strong incremental growth across the UK boxed and gifting confectionery category following its nationwide rollout for Christmas 2025.
Available across major UK retailers including Tesco, Asda, Morrisons, Waitrose and Ocado, Amicelli achieved 70% incremental sales to the boxed and gifting category over the Christmas trading period (Retailer X Christmas Confectionery, L12 WE 27.12.25), underlining the brand’s ability to drive genuine category growth, rather than cannibalising existing brands.
Amicelli also delivered a Unit Rate of Sale within the top 50% of the Christmas gifting category, outperforming a number of established legacy brands including Lindt, Galaxy, Ferrero and Cadbury (Circana Unit Sales, Boxed & Gifting, L12 WE 27.12.25).
Since launching in the UK in 2023, Amicelli has continued to build momentum, with 2025 marking another year of accelerated growth and increased consumer engagement during the key festive gifting season.
The brand’s success has been driven by its distinctive and indulgent proposition, combining crispy wafer, smooth crème and premium milk chocolate to deliver an amour-ish twist on classic chocolate gifting. Its elegant format and premium cues have resonated strongly across multiple occasions, from gifting and sharing to self-treat.
Commenting on the performance, Benedict Daniels, managing director at Ritter Sport UK & Ireland, said: “Amicelli continues to prove its ability to deliver meaningful incremental value to the boxed and gifting category. Our Christmas 2025 performance shows that shoppers are responding to the brand’s distinctive taste, premium quality and gifting appeal. We’re delighted with the progress made alongside our retail partners and look forward to building further momentum in 2026.”
Ritter Sport attributes Amicelli’s continued growth to its amazing taste and light texture, superb quality and its unbeatable value, exceeding demanding consumer requirements within the boxed market across self-eat, sharing and gifting. Looking ahead, the business has further plans in place to support Amicelli’s expansion in the UK, with increased visibility and distribution planned throughout 2026.
