Luxury confectionery brand Bendicks is launching its first chocolate bar and will support the new product with a &£2m advertising campaign.
Bendicks Chocolate Bars will be available in milk and dark chocolate, and are in a 125g bar format, made up of five individually wrapped pieces and retailing at &£1.49.
The new premium products, which will be listed in major supermarkets such as Sainsbury’s, are aimed at women who can eat them alone or easily share them because of the format of the bars.
Bendicks is aiming for the bars to compete against luxury chocolate brands Green & Black’s and Lindt, while giving the company more scope than manufacturing mint chocolate, which it is currently best known for. It makes boxed chocolate brands such as Mingles and Bendicks Chocolate.
Bendicks, owned by German parent company Storck Group, also makes Bendicks Chocolate Confections and Werther’s Original.
McCann Erickson, which has handled the &£4m Bendicks account for two years, is creating a television campaign to support Bendicks Chocolate Bars, which will break in the run-up to Christmas.
Bendicks hopes the campaign will drive consumer awareness of the new confectionery and other products in its portfolio, bringing new consumers to the brand.