Present in more than 60 markets globally, Toms Group is intensifying its international focus with the strategic relaunch of Anthon Berg's iconic chocolate bottles filled with premium spirits.
The relaunch includes upgraded design, improved consumer value perception, extended spirit
partnerships and strengthened sustainability efforts. The initiative is part of a long-term plan to
grow Anthon Berg’s share in the global premium chocolate segment, particularly within gifting and
hosting occasions.
“We see significant untapped potential in the global gifting segment where shoppers are looking for
something a little special. In our case distinctive chocolate bottles with premium liquor fillings.
This is not just a product refresh – it is a strategic investment in our international growth,” Jens
Egelund Jakobsen, Head of International Marketing explains.
Three hand-packed collections – with the global market in mind
The variety and fame of partner brands are key to consumers and with this launch Anthon Berg
reinforces the selection and introducing the iconic spirit brands Malibu and Kahlúa in more sizes.
Overall, the redesign offers an upgrade in both quality and design, enhancing shelf standout
through range cohesiveness, while retaining clear identities for three curated collections:
Signature Collection, Cocktail Collection and Single Malts Collection.
Impact on global shelves and beyond
The number of pack sizes will increase, offering retailers a wider selection – from 4 to 26 bottles
enabling coverage of all key consumer price points to maximize market fit.
The launch also brings strong sustainability improvements through the removal of plastic windows
from our iconic tube boxes, while the classic giftboxes will reduce cardboard use – all still
displaying the Rainforest Alliance-certified cocoa logo.
To the press compartment of Toms Confectionery Group A/S
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