New chocolate brand – Jaxx – targets tween-teen market

New Jaxx Crunches: successful trial

New Jaxx Crunches: successful trial

New chocolate company Jaxx Mouthy Chocolate claims its new chocolate brand, Jaxx Crunches, is set to pack a punch with the tween-teen market, following a three-month trial in convenience stores and feedback via Facebook.

Jaxx Crunches are made with cocoa and comprise a crunchy centre, covered by a layer of white chocolate and a layer of milk chocolate.

They are available in three variants – milk-chocolate, orange-chocolate  a double-chocolate coco crunches – and in 50g packs.

They have been developed by Yehudi Lipman, who previously held senior EMEA roles at Unilever and Nestle.

“The market told us they wanted chocolate with attitude, something that was new and that really connected with this ‘early teen’ target audience,” he said.

“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.”

The company has launched the product on Facebook to generate debate and on its own web site, featuring competitions, games and ‘webisodes’ (fun and relevant videos and mini documentaries uploaded by the audience).

According to the company, its Facebook page has received 10,500 ‘Likes’  in three months.

Jaxx Crunches have been trialed in more than 3,000 stores in the UK and Ireland including Londis, Budgens, Scotmid and Martin McColl and distribution is reported to be growing fast. They are being distributed by Bonds Confectionery.

To support the launch, the brand introduced a ‘Try Me’ 69p price promotion, which it said resulted in great levels of trial and repeat purchase.

POS material includes 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, said to emulate the spirit of the brand.

Philip Courtenay-Luck at Bonds Confectionery, said: “The very fact 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 example we have rolled across the network, based on feedback, is a 10-unit display box, which really supports stockholding budgets and guarantees a speedy turnover of product.

“The web site 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 also launching a sampling campaign across six major cities to raise awareness of the brand and target consumers in environments close to point of sale.