Terry’s Suchard to repackage All Gold brand in face of rival assault

Terry’s Suchard is relaunching its 65-year-old brand Terry’s All Gold.

The plain chocolate assortment, which first went on sale in 1931, is being repackaged in a three-layered cube-shaped box with a raised “G” on the top.

It will appear in the shops at the end of summer, in preparation for Christmas.

Terry’s All Gold and Nestlé-Rowntree’s Black Magic dominate the plain boxed chocolate sector and have maintained neck and neck positions for years.

They are both facing a fresh assault from Cadbury, which is launching its own plain chocolate boxed assortment, Darkness, in early autumn (MW March 15).

Advertising support for the new-look Terry’s All Gold will be through BMP DDB.

Terry’s confectionery general manager, Alex von Behr, says: “The chocolate gifts sector has been under-exploited for the past ten to 15 years.

“Companies like Thorntons and Marks & Spencer have done a good job with quality products that have been well-marketed.

“It is up to us to deliver good products, to work hard on the independents and the multiples, and to look at packaging and new advertising.”