Chuckles is a well-known brand in South Africa, producing a variety of confectionery such as chocolate coated malt, toffee, peanuts, raisins and coconut balls. Woolworths, the local retail giant behind the brand, has exclusively introduced Chuckles malt-flavored ice cream, with milk chocolate and malted puff pieces. The new ice cream tubs and lids, are in IML packaging. The brand attaches great importance to sustainable packaging. This sustainability vision is very much in line with MCC Verstraete’s sustainability strategy, which has a major focus on offering innovative label solutions that enable packaging to be recyclable, reusable or compostable.
In an effort to maximize brand awareness the brand chose to announce its new product via social media. The message was well-received by the ice cream lovers and consumers were sharing their own Chuckles products on all the social media channels.