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INNOVATION: MENZ IN MANGO BLITZ AS CRUMBLE GOES DARK CONFECTIONERY Robern Menz has been strongly highlighting its Menz Mango FruChoc, which has been available in South Australian supermarkets since last summer. The FruChoc is available in 150g packs from Woolworths and Coles outlets in SA as well as OTR stores, X-Convenience and AM-PM. The confectionery company is also capitalising on the growing popularity of dark chocolate variations, adding a 50g dark version of its Violet Crumble bar. The “smooth dark choc” of this new bar, which Robern Menz says is the first to pair a cocoa-rich choc coating with honeycomb, is promoted as perfectly complementing the sweetness of the honeycomb centre. “The response we’ve had from consumers since bringing Violet Crumble back into Australian hands has been phenomenal,” Robern Menz CEO Phil Sims told Retail World. “We know there’s a huge appetite for this iconic Aussie honeycomb treat, and that’s why we want to deliver it in a variety of formats to suit different tastes. “We’re having a lot of fun playing with different iterations of this classic product, and the dark choc pairing is something we think a lot of Australians will enjoy.” Robern Menz released a Violet Crumble Bunny 30g in time for Easter and is maintaining production of the snack all year round to meet a “specific sweet craving” in fans. Crumble distribution expanded In addition to the new products available, Robern Menz has expanded its distribution of several Violet Crumble formats nationally in the form of the Violet Crumble milk chocolate bar, Violet Crumble Dark bar, Violet Crumble Nuggets and Violet Crumble bag. Mr Sims says portion control and a focus on health are boosting confectionery considerations in supermarkets, resulting in increasing consumer demand for formats and miniature versions. “Manufacturing here in Australia means we’re able to minimise our eco footprint through keeping our food miles down,” he said, adding that Robern Menz is a partner in the REDCycle Program, a recovery initiative for post- consumer soft plastic. “In terms of our production, where possible we seek out environmentally friendly ingredients and processes,” he added. “For example, we were the first Australian manufacturer to use sustainable and segregated palm oil in its compound chocolate. “We’re a proud supporter of the Barry Callebaut Cocoa Horizons Foundation, which aims to end extreme poverty in cocoa growing, and are on course to source 100 per cent of our cocoa sustainably by the end of this year.” HI-CHEW’S EXPANDED SOCIAL MEDIA MARKETING CAMPAIGN Morinaga Asia Pacific has launched an expanded marketing campaign to support retail sales of Hi-Chew fruit chews in Australia and New Zealand. In recent months Hi-Chew has been running a test campaign focused on social media, including Facebook and Instagram, featuring its new slogan ‘Fortune flavours the bold’. The trial program is said to have raised both awareness and sales, especially among Hi-Chew’s core 18- to 29-year-old target. The centrepiece of the expanded campaign is a new 30-second HD animated video, a humorous take on the sport of sumo entitled, ‘Fruit wrestling’. The campaign also features a new brand ambassador, Japanese-born Sachiyo Yamada, who was selected to play for Australia’s national lacrosse team in 2017, winning a bronze medal at the World Games. Hi-Chew’s ramped-up campaign is scheduled to run until the end of October. Morinaga Asia Pacific Managing Director Terry Kawabe says Hi-Chew is making a major commitment to both the Australia and New Zealand markets. “Our candy is the best-selling soft candy in Japan, and sales have more than tripled in the US over the past five years,” he said. “We plan to do whatever it takes to achieve the same success here.” To date, the fruit chews have been offered in more than 170 flavours. In Australia, Hi-Chew has recently been ranged at selected Coles stores nationwide. In New Zealand, the brand is sold at various retailers, including Pak ‘n Save and New World. According to Anthony King, Managing Director of the product’s distributor, Grocery Corp, per-capita consumption of sugar confectionery is much higher in these two markets than in Japan. “Sales value in the US rose to US$58 million last year. We expect to see a rapid growth rate here as well.” Available packaging includes peg bags with mixed flavours (Original Mix 100g, Tropical Mix 100g, Sweet & Sour 90g) and sticks in strawberry, grape, green apple, and mango flavours. The candy was created in 1975 by Morinaga & Co, one of Japan’s ‘big four’ confectionery companies. AUG, 2020 RETAIL WORLD 55