Alpia is a shooting star when it comes to sales and revenues: While the overall chocolate market posted a downturn of 1.3 per cent through to the end of October 2009 in a year-on-year comparison, Alpia displayed clear growth of 7.4 per cent. The differences are even more striking on the tablet market: Whereas this declined by 3.1 per cent in the first ten months of the past year, Alpia chocolate tablets saw an increase of some 9.3 per cent (Source: AC Nielsen, retail food trade + drugstores). The launch of the 300 gram tablets in the second half of 2009 Stollwerck and the accompanying campaign amplified this success.
Frank Eberspächer, Manager Marketing and Private Label at Stollwerck, regards the positioning of Alpia as "extremely harmonious": "Our product concepts suit the positioning exactly. This is rewarded by consumers. In 2010 we intend to continue and build on the successes attained in 2009. In this respect, we are well armed with the innovations presented here at the ISM. In particular we intend to further expand our activities in the tablet segment."
The Alpia 100 gram tablet range with its twelve varieties forms the "base camp" for powerful sales.
The new Alpia Praliné tablets (160 gram) presented at the ISM in Cologne are ushering in a new era. As of now these are available in four delicious varieties, thus ensuring truly delightful pleasures:
- Mousse au Chocolat
- Mousse au Caramel
- Mousse au Praliné
- Mousse au Cappuccino
Alpia Praliné tablets: These are deliciously light and airy mousse filings, coated in the finest Alpine milk chocolate. And they will ensure that lovers of high-quality chocolates are tempted to take pleasure in tablet chocolate.
The mousse tablet segment is already well established on the chocolate market. To date, however, the entry-price segment had lacked a convincing offering. The consumer tests with Alpia Praliné tablets exceeded the results already seen in research: 93 per cent of the consumers surveyed said they would buy the new mousse tablets. The projected sales potential means that a market share of 30 per cent is by all means possible (Source: independent market research institute, 2009).