German chocolate brand Ritter Sport is expanding its Vegan Variety Tower with a new flavour, the Double Crunch.
The 100g bar contains crunchy roasted corn pieces and cornflakes embedded in almond-based vegan milk chocolate. It appears that the new flavour will take the place of the brand’s plain Smooth Chocolate bar in the Variety Tower; the other flavours in the selection are Salted Caramel, Roasted Peanuts, Crispy Cookie, and Crunchy Almonds.
The Vegan Variety Tower was launched last year and is part of Ritter Sport’s Travel Retail range, which will be showcased at the TFWA World Exhibition in Cannes from September 30 to October 3. The new Double Crunch flavour will be launched in early 2025.
While Ritter Sport has offered several “accidentally vegan” dark chocolate products for years, the brand launched its first vegan milk chocolate bar in 2021 as German consumers increasingly began opting for plant-based products. Since then, this range has been expanded to include a variety of flavours.
“Vibrant, modern, and joyful”
Last year, research showed that Ritter Sport had become Germany’s best-known vegan chocolate producer, largely due to the success of a public video campaign that generated 2.3 billion contacts. Brand awareness increased by around 10% following the campaign.
Recently, Ritter Sport has announced a new global ad campaign featuring its mascot, Don Choco the sloth. Called Start Your Love Affair with the Square, the campaign aims to portray the wide variety of flavours offered by the company, which is known for its distinctive square chocolate bars.
Ritter Sport also has a reputation for sourcing its cocoa ethically and sustainably; the brand owns and operates its own cocoa plantation in Nicaragua, leaving over half the land untouched to protect wildlife and promote biodiversity.
“We are looking to strengthen the brand perception of Ritter Sport towards one of ‘chocolate full of joy and goodness’,” said Jan Bessel, International Key Account Manager Global Travel Retail at the company. “Central to this mindset are our high standards for ingredient quality and our vibrant, modern, joyful look and feel. We want to ensure travellers are aware of Ritter Sport as the top choice for quality-conscious chocolate lovers; we also want to enhance our brand appeal among younger demographics. Our goals as we move into 2025 are to increase innovation visibility in the confectionery market through exciting new flavors and a variety of choice for travellers.”
