Heritage Chocolate Brands Expand Beyond Single Flavors

Brands historically defined by a single flavor are now expanding their ranges. Terry's Chocolate Orange and After Eight mints have both launched new flavor variants in recent years to stay competitive.

According to market research firm FMCG Gurus, heritage and prestige are no longer sufficient for brands that have remained constant for decades. Michael Hughes, head of research and insight at the company, explains they must now compete with the vast array of options available to modern consumers.

The Shift from Nostalgia to Novelty

While nostalgia remains a powerful tool, it no longer guarantees consumer attention on its own. Brands are adding novelty to their established identities. Terry's, originally launched as a chocolate apple, became synonymous with orange flavor for years. Its new lineup now includes Chocolate Mint and Chocolate Caramel varieties, though it retains the iconic orange-shaped packaging.

Similarly, Nestlé recently added Caramel, Orange, and Raspberry flavors to its After Eight brand, which was long defined solely by its mint chocolate thins. The brand was initially launched with three variations before narrowing to just mint, according to its former owner Rowntree's.

A Defensive Strategy in a Crowded Market

Introducing new flavors is a strategic move to defend market share. David Aaker, vice-chairman at consultancy Prophet, says new flavors allow a brand to protect itself, preventing competitors from gaining a foothold. This strategy has precedent in other sectors; Hughes points to Red Bull, which was provoked to introduce new flavors due to the "proliferation" of the energy drinks market and Monster's "aggressive flavouring strategy."

New flavors also inject energy and interest into a brand, says Aaker. They can broaden the user base, as the core flavor may not appeal to everyone. Hughes adds that this introduces a level of fun and experimentation previously absent from such heritage brands.

Maintaining Core Identity Amidst Change

Despite the expansion, brands are careful not to deviate from their core identity. For Terry's, this means keeping the distinctive orange shape for all its products, even the non-orange-flavored ones. Hughes suggests that for a new flavor to succeed, it must be seen as congruent with the brand's image. After Eight, positioned as a premium product, must therefore stick with premium flavors to maintain its perceived value.

This careful balancing act helps mitigate the risk of alienating loyal customers while attracting new ones. The fight for consumer attention is fierce, and sometimes respect and prestige alone are not enough. A new flavor can break through the noise and make an old brand relevant again.