Montezuma's - Success Case Study

Summary

Founded as a chocolate shop in Brighton, UK in 2000, Montezuma’s has grown to become one of the UK’s largest independent manufacturers of artisanal chocolate, with retail stores in London and Southeast England, a subscription service, and shelf-presence in major retailers.

The COVID-19 pandemic has offered new opportunities for premium brands that appeal to consumers' comfort and treating need states. Confectioners, particularly specialists or artisanally rooted brands, can appeal to a consumer base looking for indulgences that can offset the challenges of lockdowns and home-based lifestyles. Online-based subscription services that home deliver confectionery treats have gained a new degree of appeal, helping to offset the difficulties that may be experienced due to retail stores being temporarily closed or seeing reduced footfall.

Scope

• The brand has a credible and well-developed offering aligned with ethical and on-trend dietary considerations. Its vegan-friendly products have an appeal beyond strictly vegan consumers, as the claim increasingly resonates as healthy with a wider audience.
• It has benefited from the pandemic-inspired boost in chocolate sales, as lockdown-era consumers look to enhance premium treating and indulgence occasions in the home. Its online presence and subscription service have been useful assets against this backdrop.
• The pandemic has provided growth opportunities for brands that offer premium treating and comfort-enhancing experiences, and who have a solid online presence, whether via online grocery chain distribution, or in-house ordering options.
• Vegan recipes now appeal well beyond committed vegan lifestyle consumers. Such wider appreciation increases the possibilities for experimentation within a creative premium range of products like Montezuma’s, and also acts as reinforcement to any ethical and sustainable ethos that the brand adheres to.

Reasons to Buy

• Use GlobalData’s selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
• Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
• Understand the relevant consumer trends and attitudes that drive and support innovation success.
• Obtain a broader appreciation of the consumer packaged goods industry by gaining insights from both within and outside of your sector.

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