Yowie has announced it’s expanding in the US, signing on to sell the Australian-owned iconic confectionery. The latest move is expected to generate higher sales in the opening half of calendar 2018 for the ASX-listed confectionery.
Yowie said today the expansion into current and new key retailers across the Grocery, Convenience, Mass and Specialty consumer channels in the US market followed a restructuring of the US Sales organisation in Q1 FY2018.
“In the opening quarter of FY2017-18, Yowie restructured its U.S. Sales leadership and team to accelerate growth,” Yowie’s global chief executive officer, Bert Alfonso, said. “We prioritised our focus on specific geographies and key accounts in the United States. This strategy is delivering an important increase in the addition of new accounts, as well as expansion in current accounts. Many of the confirmed additions will benefit sales in the coming March and June quarters versus our prior year results.”
The new retail sales network gains include the addition of Albertson’s, Wakefern, and Brookshire Bros, adding key accounts on both the east and west coasts of the US. Yowie said it will expand in Target with 1,250 stores. This follows positive sales results from a 300 Target store trial, adding critical volume in the important Mass channel and confirming Yowie’s success in consumer trial.
Futhermore, the chocolate brand will be at more than 8,000 new stores in the March 2018 quarter, from sales expansion into Circle K, Speedway, Travel Centers of America, Sunoco and AMPM. Distribution will also benefit from the addition of Bed Bath and Beyond, Five Below and Michael’s during the same period.
Yowie’s chief operating officer, Mark Schuessler, said the company has significant scope for further market penetration and growth in the US.
“We see distribution growth potential extending beyond fiscal 2018,” Schuessler said. “Driven by our current product innovation and investments in brand awareness through our marketing programs.”
Yowie has expanded into Canada’s confectionary consumer market in October this year, successfully launched its Yowie Series 1 range into the Australian market in May this year, and entered the New Zealand market in August through some K-Mart stores. The chocolate company plans to release its fiscal Q2 Quarterly Report during the third week of January 2018.