Sainsbury’s approached the Sussex-based national chocolate manufacturer to provide a premium product for its re-launched confectionery offering from its range of over 100 products. The first order of 75,000 chocolate bars leaves Montezuma’s this week for sale in Sainsbury’s supermarkets from Monday 8 February – in the top-performing stores and those that have the larger confectionery categories.
Known for its unusual and innovative flavour pairings, Montezuma’s was asked to recommend its best-selling flavours, with a focus on dark chocolate over milk. The national retailer is listing seven flavours of 100g bars, including Dark with Orange and Geranium, Very Dark 73%, Dark with Chilli, Spice it Up – Dark with Ginger, Sea Dog – Dark with Lime and Sea Salt, Minted – Milk with Mint and Milk with Chilli and Lime.
Sainsbury’s will become a substantial key account for Montezuma’s, but the chocolate company sees it complementing its online, retail and in-store distribution channels which include: John Lewis, Waitrose, Liberty, Ocado, its own website and six Montezuma’s branded retail outlets in the South (Chichester, Brighton, Kingston, Spitalfields, Winchester and Woking).
Brand Manager, Sarah Gainsborough, comments: “Working with Sainsbury’s is a very exciting prospect for Montezuma’s as a brand. We can’t wait for so many new consumers to be able to buy our products and taste our bars! We have so far found Sainsbury’s to be an absolute pleasure to deal with; very ethical and completely understanding of our brand principles and founding goals. This arrangement is an opportunity for us to engage with as many people as we can on a scale bigger than we ever have before.”
The deal with Sainsbury’s is expected to increase Montezuma’s brand awareness as well as turnover, and will likely see an increase in the brand’s fan base, customer reach and brand recognition.