Bendicks hopes that by giving its chocolates a more youthful edge it will double the brand's sales to £30m in the next year.
From August its entire range will be relaunched to appeal to shoppers outside its core "older consumer base" - the biggest change in its 70-year history.
Bendicks Bittertubes - in bitter mint, bitter orange and bitter ginger flavours - will be the brand's first impulse range. The existing Mint Collection box will contain only dark chocolate mints for a clear "after dinner purpose" while the dark chocolate bar, Gorgeous range and Classics chocolate box will all be ditched.
"We want to increase Bendicks' relevance to a younger consumer," said sales director Richard Drayson. "Growth over the past year has been flat but we predict the new range will double the size of the £15m brand."
Bendicks will also promote its 95% cocoa content
From August its entire range will be relaunched to appeal to shoppers outside its core "older consumer base" - the biggest change in its 70-year history.
Bendicks Bittertubes - in bitter mint, bitter orange and bitter ginger flavours - will be the brand's first impulse range. The existing Mint Collection box will contain only dark chocolate mints for a clear "after dinner purpose" while the dark chocolate bar, Gorgeous range and Classics chocolate box will all be ditched.
"We want to increase Bendicks' relevance to a younger consumer," said sales director Richard Drayson. "Growth over the past year has been flat but we predict the new range will double the size of the £15m brand."
Bendicks will also promote its 95% cocoa content
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