Yowie Group, the Australian confectionery firm, is starting on a national launch at Wal-Mart outlets across the US.
The company said it had started to roll-out products to around 4,300 stores. The move follows a trial in 50 Wal-Mart outlets in Texas last year. The success of that test led Wal-Mart to then extend listings to 1,500 stores.
“Yowie ranging across all Walmart stores will be in prime in-store locations for an impulse purchase on assisted and speedy check-out stands across all 4,300 stores but may vary by store. The expanded point of sale to the speedy check-out lanes will give the product additional front-end exposure for impulse purchases,” executive chairman Wayne Loxton said.
In August, Yowie reported annual results for the year to 30 June. It made a net loss of A$3.5m (US$2.5m), down 46% on the previous year. Revenue from continuing operations jumped from A$129,976 to A$3m.
Though listed in Australia, all production and sales to 30 June were in the US.
Yowie was a brand developed by two Australian authors under the company name Kidcorp in the 1990s. In 1993, Cadbury struck a deal with Kidcorp that saw the confectionery giant commercialise the brand internationally and own it in some Asia Pacific territories.
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In 2004, Cadbury decided to focus on its global brands. In 2012, Yowie Group secured the Cadbury-owned rights to the brand after the Dairy Milk maker was sold to Kraft Foods Inc.
Yowie Group listed on the Australian stock market in December 2012 as a global brand licencing company. It now owns all the rights to the Yowie brand worldwide.