14 Aug 2007


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New premium chocolate blocks from Black Magic

Nestlé Rowntree

confectionery

chocolate

Source : Nestlé Rowntree
Nestlé Rowntree is tapping into the increasing trend for premium blocks in the confectionery market by introducing three new dark premium chocolate blocks under the iconic Black Magic brand available from August and supported by a £1m media campaign.

Black Magic

New Black Magic Mellow Dark Chocolate, Black Magic Dark Chocolate with Raisins and Almonds, and Black Magic Dark Chocolate with Whole Almonds 100g premium blocks each have a RRP of £1.09.

The new lines from Black Magic consist of a rich, creamy dark chocolate blend and a more mellow flavour compared to other dark chocolate brands, which is expected to appeal to a wider range of consumers, thus attracting new people to the category and generating incremental sales as a result.

Demand for dark chocolate has been rising rapidly, with market growth of 45% since 20031, and is expected to continue to grow. One of the key influencing factors being the greater degree of permissibility dark chocolate holds for consumers due to its high level of antioxidants.

As the most recognised dark chocolate brand in the country, Black Magic is uniquely positioned to help retailers take advantage of the growing consumer demand for premium blocks.

Premium blocks are the fastest growing area of confectionery, with sales up 27% in value within the total market this year alone. Chocolate blocks account for 13% of all confectionery sales in the total market

With the number one dark chocolate gifting brand entering the premium blocks category, new Black Magic premium blocks are perfectly leveraging the opportunity for retailers.

Graham Walker, Nestlé UK Trade Communications Manager explains: “With UK consumers leading busier lifestyles, and typically with more disposable income, they are increasingly looking for better quality experiences. Within confectionery this is demonstrated with the continued trend for ‘indulgence and connoisseurship’ with premium blocks being ideal to meet this need. Which is great news for retailers, given they are a highly profitable area of confectionery.”

Recognising the trend for more premium confectionery products, the entire Black Magic range has undergone a major brand repositioning incorporating a more luxurious flavour and modern, sophisticated packaging to shift consumer conception of the brand up market.

“The new Black Magic proposition makes it entirely legitimate for the brand to compete with confidence in the premium blocks category,” comments Walker.

The repositioned Black Magic portfolio is also being supported by a heavyweight £1m media campaign, including press advertising, PR and sampling.

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Selma Barclay	29 Oct 2007 16:48:01
My husband bought me a box of Black Magic as part of an anniversary present. The packaging was delightful and I looked forward to the chocolate . Knowng that the centres in particlar of Black Magic were very much to my taste. How very disappointing to find boring tablets of chocolate with centres that felt the same on the tongue, with little differentiating texture but with slightly different flavours. This new style might be acceptable in a block of chocolate but I feel it is missing the point entirely of buying as box of chocolates. Sadly I threw them away.

Anonymous	24 Dec 2007 09:57:01
Like the previous commenter, I thought that just the packaging had been changed and expected the old assortment which I believe you have been marketing since 1933. I was very disappointed, as was my husband. They were our favourites. Does this mean that you no longer sell the 'proper' Black Magic? If so you have just lost a very old customer.

steve curtis	27 Dec 2007 11:07:57
To change from a excellent box of chocolates to this.I suggest you send that employee back to the competion before he ruins anything else

Jerry Crosson	27 Dec 2007 18:44:58
What have you done? You've stolen the brand name of a very old and reliable product, which everybody knew and liked and and used it to sell lumps of cheaper to produce, flavoured shapes of ordinary chocolate. I've been conned into buying two boxes this Christmas which are already gracing the bottom of my dustbin. Perhaps you ought to spend a couple of million apologising to all your loyal customers and inform them of when you intend to revert to the traditional delicious confections that were known and trusted. Jerry Crosson

Jane Watson	04 Feb 2008 17:55:50
I wholeheartedly agree with the other reviewers - in fact I have just emailed Nestle direct to register my disappointment at the new boxed chocolates. They are bland, all taste similar, there are no creams or fudges or nuts and only six choices of supposed flavours! Black Magic has been my favourite chocolates for a long time, but unless it is changed back to what it was I shall definitely not be buying it ever again. May I suggest that more people email Nestle direct to let them know and then perhaps they will get the message!

Anonymous	29 Feb 2008 17:55:40
A tradition in our family has always been, at christmas, birthdays and anniversarys, to recieve a box of Black Magic. After scowering the stores for months I found out that you no longer. Why have you discontinued the original product? I hope that somebody will see sense and re-introduce Black Magic in their original form again.

Sheila Wade	28 Apr 2008 11:03:56
I bought the new style packaging 'Black Magic' only to find the chocolates had been changed beyond all belief. I have enjoyed the REAL Black Magic for years and years and my family have bought them for me for special occasions. I have asked them not to buy me any more unless the REAL Black Magic chocolates are brought back again. Very disappointed.

Alison Owen	06 May 2008 14:24:28
I threw away our christmas black magic and I won't be buying more, they are dreadful!! We are faithful old customers and always relied upon these fantastic chocolates for special treats.I cannot believe this major company has made such a massive mistake, shame on you !!