Ricola prepares push for no-sugar sweets

Swiss confectionery brand Ricola is planning a seven-figure marketing assault on the UK's healthy snacks market.

The firm is targeting what it believes is an underdeveloped UK market for sugar-free confectionery at a time of growing public disillusionment with sugary sweets.

Ricola, whose products include Herb Drops and Swiss Herb Candy, is viewing the campaign as an opportunity to position itself as the sector's main brand.

It follows a test period last year for the brand, when it was available in health food shops and was promoted with TV advertising adapted from its European campaign. The campaign featured a Swiss man yodelling the word 'Ricola'.

Ricola has appointed Propaganda to create the strategy for the full campaign, which is likely to include TV advertising.

Ricola is available in 50 countries and has a turnover of 228m Swiss francs (£100.7m).

The brand is currently running a campaign in the US that offers prizes of up to $1m (£560,000) to anyone who offers a Ricola sweet to a 'mystery cougher' who appears in public places around the country.

In Hong Kong, the brand has established itself as a 'Candy for adults'.

Last year it launched Sugar Free Menthol and Sugar Free Cherry variants in the US, where it is the growth leader in cough-medicine sweets.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Vodafone, Sky and HSBC join retreat from Google

Several more major brands, including Vodafone, Sky, and a trio of the UK's leading banks, have added their names to the list of those considering suspending their advertising on Google.

Why Cosabella replaced its agency with AI and will never go back to humans

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published