Yorkie - A New Chocolate Bar

Miles Colebrook

Launch of Yorkie (1976-9), 'one of the most remarkable successes ever in the UK confectionery trade'.
Agency: J Walter ThompsonAuthor: Miles Colebrook

Yorkie - A New Chocolate Bar

INTRODUCTION

Yorkie has proved one of the most remarkable successes ever in the UK confectionery market and was one of the most successful new product launches in the Grocery trade in the 1970s.

After four years of development work, Yorkie was introduced in London in March 1976 on a rolling launch. It was presented as a solid milk block with a peanuts in milk chocolate variant. In spite of very encouraging research results, the dramatic and massive consumer response succeeded the most optimistic estimates...

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