Ritter Sport UK is expanding its presence across the convenience channel through a permanent partnership with Parfetts, which brings five of its block chocolate flavours to depots nationwide from this month.

This move is part of the brand’s wider strategy to grow its footprint within the UK’s convenience sector and make the range more accessible to shoppers wherever they choose to buy chocolate.

The business aims to attract new shoppers and build brand awareness through increasing physical availability across convenience stores and independent retailers.

Ritter Sport’s Rum Raisin & Hazelnut, Marzipan, Milk Whole Hazelnut, Dark Whole Hazelnut and Pistachio will be available at Parfetts’ 1,950 Go Local stores and over 6,000 independent retailers.

Benedict Daniels, managing director, Ritter Sport UK & Ireland, said: “Convenience is a hugely important growth channel for Ritter Sport, and our partnership with Parfetts is another significant step in making the brand more accessible to shoppers across the UK.

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“Our challenge isn’t getting shoppers to buy Ritter Sport twice; it’s getting them to try it once. We know that once consumers discover Ritter Sport quality, repeat rates are exceptionally strong.

“This partnership gives thousands of independent retailers the opportunity to introduce more shoppers to the brand while driving genuine incremental growth within the category.”

According to the business, this new deal will allow convenience retailers to capitalise on increasing demand for products which deliver on quality, flavour and value.

This launch will be supported by depot activity throughout the year and Go Local promotions.

Additionally, the brand is set to launch a branded collaboration NPD which will land in Parfetts from September onwards.