Ritter Sport is bringing something new to the UK meal deal fixture this autumn, taking its high-quality chocolate, distinctive flavour combinations and full 100g square formatinto a further 643 Tesco and Asda Express stores.
From October, Coconut and Butter Biscuit will join the meal deal fixture across 453 Tesco main estate stores, followed by Cornflakes across 190 Asda Express stores from November.
The listings give shoppers a different choice from the traditional single-serve chocolate formats that dominate the fixture, while giving retailers an opportunity to introduce new flavours, a larger format and a quality chocolate propositioninto a high-frequency food-to-go occasion.
The new Tesco and Asda Express listings will make that discovery even easier, putting Ritter Sport into an everyday occasion where shoppers can try the brand before going on to explore its wider range in the confectionery aisle.
The expansion builds on Ritter Sport’s first move into meal deals at Sainsbury’s earlier this year, where Butter Biscuit launched across 1036 stores, across main estate and Sainsbury’s locals. Together, the listings will put Ritter Sport into more than 1,679 meal deal locations across three major grocery retailers, opening up a significant new route to trial and discovery.
Quality meets meal deal maxxing
The move also comes as shoppers increasingly look to maximise what they get from their meal deal, with the current ‘meal deal maxxing’ trend turning the lunchtime fixture into a space for seeking out products that deliver more for the fixed price.
Ritter Sport’s full 100g block offers shoppers a high qualitysubstantial chocolate option alongside their main and drink, while introducing the brand to new consumer occasions via high-frequency everyday occasion shoppers.
For Ritter Sport, the opportunity to drive trial is key as the brand continues to recruit new shoppers & drive incremental growth* in the block chocolate category. Feature, display and new places to purchase in store remain key initiatives, increasing visibility & bring new shoppers into Ritter Sport.
The latest listings extend that strategy into food-to-go, combining Ritter Sport’s focus on quality and distinctive flavour combinations with an everyday occasion designed to make discovery easy.
Key takeaways:
Josephine Skinner, senior brand manager, Ritter Sport UK & Ireland, said:
“Meal deals are a huge everyday shopping occasion, but chocolate choice has traditionally been dominated by smaller formats. We’re bringing something different; a full 100g block of genuinely high-quality chocolate as part of the deal.
“Our biggest opportunity is getting more people to try Ritter Sport. We know that once shoppers experience the quality and our distinctive flavour combinations, they come back. Putting Coconut, Butter Biscuit and Cornflakes into another 643 meal deal fixtures gives even more shoppers an easy way to discover us.
“And at a time when shoppers are looking harder at what they get for their money, a 100g block makes a pretty compellingaddition to a meal deal. Quality doesn’t need to be expensive or exclusive. It should be within everyone’s reach.”
SOURCE
*Retailer X Retailer X Switching Data L52W April 26
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