Ritter Sports sold 100,000 copies of its hemp chocolate for the 420
How do you sell 100,000 chocolate bars in less than two days? Put a hemp leaf on top!
To mark the most recent 420, German chocolatier Alfred Ritter—best known for his Ritter Sport chocolate brand—released a limited-edition «Schoko & Gras» (chocolate and weed) version of his chocolate bars on his website and at his two flagship stores in Berlin and Waldenbuch.
«This is a great example of a smart industry leader who has recognized the potential of hemp in food,» explains Daniel Krusse, CEO of Hempro Int., which supplied the organic, hulled, and roasted hemp seeds that were added to the chocolate.
Beyond promoting hemp seeds as a superfood, the goal was to spark an unbiased discussion about hemp. Ritter, which has an online tool where consumers can submit new ideas, had already received numerous suggestions to incorporate hemp seeds into its products.
Ritter Sport explains in a post on his blog that it took just 44 hours and 22 minutes to sell all 100,000 bars. The brand also discusses the production of this hemp chocolate and the marketing efforts across various channels that made this success possible.
Maybe that will give some people ideas for next year?
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