The Werther’s Original Caramel Mix is Arriving for the Holidays
Michael Hemsworth — October 10, 2020 — Marketing
References: storck & conveniencestore
The Werther’s Original Caramel Mix has been announced by Storck UK as a new product that will provide consumers with a way to enhance their holiday traditions with a touch of sweetness. The caramel candies include four varieties, which are packaged in 120 gram bags that are intended to be shared amongst small groups. This addresses the change in consumer behavior this year and helps them to enjoy smaller celebrations.
The inspiration behind the new Werther’s Original Caramel Mix was explained by Managing Director at Storck UK Andy Mutton who said, "According to a recent study, 62% of families are looking out for novel and unique products at Christmas [IGD Research, IGD Shopper of the Future, ShopperVista, November 19th to 20th 2018]. Therefore, we expect Caramel Mix to add further success to seasonal sales, and will also be viewed as a ‘safer’ option versus standard chocolate boxes where the treats are not covered. Werther’s Original TV generated an uplift of sales by +26% on average last year, so we expect this new TV campaign to further boost sales, and maintain them throughout the seasonal period."
The inspiration behind the new Werther’s Original Caramel Mix was explained by Managing Director at Storck UK Andy Mutton who said, "According to a recent study, 62% of families are looking out for novel and unique products at Christmas [IGD Research, IGD Shopper of the Future, ShopperVista, November 19th to 20th 2018]. Therefore, we expect Caramel Mix to add further success to seasonal sales, and will also be viewed as a ‘safer’ option versus standard chocolate boxes where the treats are not covered. Werther’s Original TV generated an uplift of sales by +26% on average last year, so we expect this new TV campaign to further boost sales, and maintain them throughout the seasonal period."
Trend Themes
1. Enhanced Holiday Traditions - The Werther’s Original Caramel Mix provides consumers with a way to enhance their holiday traditions with a touch of sweetness.
2. Change in Consumer Behavior - The packaging of Werther’s Original Caramel Mix in 120 gram bags for sharing addresses the change in consumer behavior towards smaller celebrations.
3. Novel and Unique Products - The demand for novel and unique products during Christmas presents an opportunity for brands to introduce innovative treats like the Werther’s Original Caramel Mix.
Industry Implications
1. Confectionery - The introduction of the Werther’s Original Caramel Mix opens up a market for mouthwatering caramel candies in the confectionery industry.
2. Packaging - The shift towards sharing candies in smaller groups creates a need for innovative packaging solutions to accommodate this change in consumer behavior.
3. Television Advertising - The success of the Werther’s Original TV campaign in increasing sales by +26% last year suggests an opportunity for brands to leverage television advertising to drive sales and maintain customer engagement during the seasonal period.
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