Hames Chocolates looks to capture impulse market
British chocolatier Hames Chocolates has announced the expansion of its confectionery portfolio with the launch of a new Giant Buttons range, specifically engineered to drive impulse sales and meet the rising demand for elevated everyday treats.
The range, which officially debuted on 1 April across convenience, wholesale, and Amazon, features two variants: Milk Chocolate and Milk Chocolate Caramel. Packaged in 100g resealable stand-up pouches with a recommended retail price of £3.99, the launch targets the lucrative sharing pouch segment with a premium yet accessible positioning.
The decision to introduce the Giant Buttons format was driven by consumer insights favouring sensory-led indulgence. The generously sized buttons are designed to offer an enhanced melt and mouthfeel compared to standard confectionery. The Caramel variant adds a layer of complexity, featuring a smooth milk chocolate shell with a flowing caramel centre to provide a distinct texture contrast.
“As we look ahead to 2026, we’re seeing clear momentum behind nostalgic flavours such as milk chocolate and caramel, alongside growing demand for texture-led indulgence and premium formats,” said Carol Oldbury, director at Hames Chocolates.
To ensure the product “works hard for retailers,” Hames has utilised bold colour blocking and clear flavour cues to maximise on-shelf standout in high-traffic impulse fixtures. The resealable format is intended to support both sharing occasions and repeat purchases.
Oldbury noted that the range offers a “more considered everyday indulgence” for shoppers who are increasingly seeking high-quality treats that align with their ethical values. “Our Giant Buttons range combines familiar, high-performing flavours with enhanced melt and texture contrast, strong shelf appeal and responsible sourcing credentials,” she added.
Manufactured at the company’s facility in Lincolnshire, the new range also addresses the intensifying retail focus on environmental impact. The chocolate is made using Rainforest Alliance certified cocoa, and the pouches are 100% recyclable, supporting the sustainability commitments of both retailers and end consumers.
As the snackification of meals continues to influence buying habits, Hames Chocolates’ move into the premium pouch segment positions the brand to capture incremental sales from consumers who are becoming more selective about their confectionery choices.
