Poundland Takes Aim At Mondeléz With 'Twin Peaks' Launch
UK retailer Poundland, part of the Steinhoff International Group, has taken aim at Mondeléz's Toblerone with the launch of a new private-label chocolate bar, called Twin Peaks.
The new product, created in association with Walker's Chocolates, "[has] a distinctive British flavour compared to more traditional milk-nougat bars from Switzerland," the company said.
Poundland said that the bar is inspired by the double-hill on the top of the local Wrekin Hill, in Shropshire, and it will go on sale in all its stores for £1 from the start of July.
Behind The Launch
A press release to announce the launch noted that work on Twin Peaks began earlier this year, 'after the makers of Toblerone – Poundland’s top-selling item – created uproar by reducing the weight of the bar by 20g and changing the shape of its iconic brand.'
“Poundland shoppers are savvy, and the change in their favourite chocolate bar last Christmas didn’t go unnoticed," said Poundland's trading director, Barry Williams. "That’s why we’ve created a new £1 alternative for them – the size they wanted, with a British taste, and with all the spaces in the right places.”
The new bar will be 'launched' in a documentary about Poundland, due to air on British TV channel ITV on 20 June.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.