Black Magic is getting an overhaul and moving into block chocolate, complete with its first marketing support for 15 years, as owner Nestlé responds to increasing competition from dark chocolate rivals. It is also adding an 85% Dark extension to its other dark brand After Eight for Christmas and gifting to take advantage of consumers' growing interest in dark chocolate. "If retailers are looking to take advantage of the ongoing growth in dark chocolate, Black Magic is the best starting point," said Nestlé UK trade communications manager Graham Walker. "It has the most consumer awareness of any dark chocolate brand in the market." Nestlé is introducing three premium 100g chocolate blocks under the Black Magic umbrella, in Mellow Dark Chocolate, Dark Chocolate with Raisins & Almonds and Dark Chocolate with Whole Almonds. The rich and creamy blend is expected to appeal to those who find many dark chocolate options too bitter. New packaging gives the brand a more premium look, with a monochrome design for the gifting range. The £4.99 Collection box comes in a cube shape and contains new flavours. Two smaller sizes, aimed at sharing, also join the portfolio: Dark Discovery is a box of six varieties and Simply Black Magic Thins contains 18 chocolate slices. Support will include TV ads breaking in the run-up to Christmas. Nestlé is also updating its Quality Street and Heaven brands in time for the festive season. Toffee Deluxe and Milk Choc Block will replace Malt Toffee and Nutty Choc Crunch in the Quality Street line-up, while the fruit creams have improved recipes. TV ads in November and December will support the brand. Nestlé's premium Heaven brand, launched earlier this year, now includes the Heavenly Truffle Collection - four truffle varieties priced at £5.99. "This year's line up of gifting and sharing confectionery is designed to help retailers maximise their sales and profits from the season," added Walker.

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