German confectionery producer Storck is eyeing the back-to-school market with the launch of its Knoppers baked wafer brand in the UK.
The hazelnut cream-filled snack, which is available in 50 countries and first debuted in Germany in 1983, is being positioned as a lighter alternative to traditional chocolate confectionery. Each serving contains 137 calories, said Storck.
Rolling out next month in 25g single- and four-pack formats, priced at 50p and £1.25 respectively, the push is being supported by a £4.5m TV campaign that begins on 8 September.
“Knoppers has already proved to be a huge success in the 50 countries that have previously launched the product,” said Andy Mutton, sales director at Storck UK.
“We firmly believe the brand is set to continue this success in the UK. We have had extremely positive responses from retailers so far, with listings secured across multiple channels, with comments received about its impactful and distinctive packaging.”