NEW MOUTHY CHOCOLATE SET TO PACK A CRUNCH March 28, 2011 News An exciting new chocolate brand is set to pack a punch with the ‘tween-teen’ market, after a three month trial and comprehensive research into the sector and audience. Jaxx Mouthy Chocolate has launched Jaxx Crunches, made with the richest cocoa, a layer of white covered by a layer of rich milk chocolate and a surprise crunchy centre. The new product is the brainchild of confectionery specialist Yehudi Lipman who held senior EMEA positions with Bestfoods, Unilever and Nestle for over two decades. After analysing the consumption habits of the 10-18 age range, the concept of Jaxx was developed, Yehudi explains: “The market told us they wanted chocolate with attitude, something that was new and that really connected with this ‘early teen’ target audience. So we’ve developed Jaxx from the ground up. An incredibly moreish chocolate confectionery product that talks a different brand language from the competition. The impact has been immediate and quite astonishing with thousands of supporters embracing our social media platforms and directly engaging with and becoming ambassadors for the brand.” A groundswell of support has been generated by the audience, with Facebook being the location of choice for discussion and debate. Alongside this a website, www.jaxx-world.com, has been custom-built and is working well to engage and interact via competitions, games and ‘webisodes’ (fun and relevant videos and mini documentaries uploaded by the audience). To date, the Facebook page has received 10,500 Likes – a remarkable feat in just three months. Jaxx Crunchie Chocolates are available in more than 3,000 stores throughout the UK and Ireland including Londis, Budgens, Scotmid and Martin McColl – and distribution is growing fast. The product is available in three tasty variants – milk-chocolate crunches, orange-chocolate crunches, a double-chocolate coco crunches – and delivers excellent value for money with larger 50g snack packs as opposed to the typical 35g. To support the launch, the brand has undertaken a ‘Try Me’ 69 pence price promotion, resulting in great levels of trial and repeat. To reflect the target audience, Jaxx Mouthy Chocolate offers vibrant, young packaging, as well as striking POS; including floor stands, clip strips, display cases and t-shirts for promotional and give-away opportunities for retailers. All packaging features the Jaxx ‘mouthy’ character voicing a daring slogan, fully emulating the spirit of the brand. Bonds Confectionery’s Philip Courtenay-Luck, Chief Distributor of Jaxx Crunches says: “Jaxx is different to almost any other product out there in the confectionery market. Apart from being incredibly refreshing that it is produced independently to the three big manufacturers, it really does taste great! With a tasty crunchy centre and made more real cocoa than typical chocolate confectionery, the range is of an exceptional quality and are incredibly moreish, unlike a lot of chocolate sweets which can be a little too heavy.” “The very fact that it is independent has allowed us to be a bit more flexible and creative – from the marketing and interaction with consumers to our retail relationships. We are open to working with the independent retailers to develop solutions to support their individual needs. One such example we have rolled across the network; based on feedback we decided to provide Jaxx Crunches in an excellent ten-unit display box, which really supports stockholding budgets and guarantees a speedy turnover of product.” He added: “The website and social media channels have proved extremely beneficial in helping us to get the brand messages across, whilst interacting and engaging with the target audience. We have received extremely positive feedback to both the product and the marketing with sales going from strength to strength.” Jaxx Mouthy Chocolate is continuously developing and expanding its marketing operation. The latest innovation is a sampling campaign across six major cities to raise awareness of the brand and its dynamic flavour with target consumers in environments close to point of sale. In addition, influential bloggers and ambassadors will be targeted via a social media campaign. To find out more about Jaxx Mouthy Chocolate and Jaxx Crunches, visit: www.jaxx-world.com, Facebook: Jaxx Mouthy Chocolate.