~ Chocolate pack & branding ~

Marketing Monday ---- Chocolate pack & branding
With December halfway, a topic on chocolate fits well in this chocolate month;-)
I'd like to share an observation around branding on chocolate packaging where there's great opportunity to optimize!

How do you open and consume a chocolate bar?

Do you also turn the package upside down and open it from the rear side?

If so and the pack stays on the table, do you keep it upside down as an invite to yourself/others to take a piece as well?

Looking at the brand and type (eg % cacao) of chocolate you're eating, is it clearly visible when this information is not in the picture then?

In most pack examples not, only a few have a brand on the rear side.

However when you open the package from the top, the brand is often torn away together with type of chocolate info;-)

This is my observation and statement: THE REAR END OF PACK LACKS BRANDING

OR THE FRONT OF PACK OPENING OPTION IS LACKING!

Only some packages that I've collected from 4-5 supermarkets got this right.

Off course not everyone is following above consumption routine.

Off course is there mandatory information in multiple languages which cause lack of space

Off course it is a cost aspect regarding extra features in pack design

However some brands have found solutions for that

For example the thickness of the chocolate bar in relation to size of the facing

If the bar is thinner, the size of facing increases including space for branding.

It does however limit SKU space on shelf, so where do you want to catch the consumer attention, at point of purchase and/or at point of consumption?

There is one chocolate bar brand that has a specific instruction to open their package, however when I'm asking people around how they open that packaging, only some are aware of this.
Do you know which brand in the image I'm referring to? See further below the answer.

--- This post aims to start your week with a marketing & nutrition inspired thought

---- Mutrition aims to make your food business healthier

----- Let me help to tackle your market challenges

------ https://www.mutrition.nl/blog-marketing-monday/

The answer: https://www.tiktok.com/@rittersport_usa/video/7206098309734223146