PRESS RELEASE
16 February 2026
Choc Nibbles unveils bold rebrand, kerbside-recyclable pouches and expanded flavour range, with first-to-market exclusives confirmed for B&M and Heron Foods
Choc Nibbles, the delightfully wonky confectionery favourite with more than 30 years of shopper loyalty, has unveiled a major brand refresh spanning all SKUs, new flavour launches and a move into kerbside-recyclable paper packaging – a first for the category at this price point.
The full rebrand covers a five-strong flavour range in 135g bags: Original, Toffee Crumble, Birthday Cake, Mint and new-for-2026 Jaffa Cake. A new 300g Original sharing bag also joins the line-up.
The rollout begins with an exclusive launch into B&M and Heron Foods from w/c 9 February 2026, featuring two SKUs – 135g Original and 135g Jaffa Cake Choc Nibbles – before expanding nationally across grocery and wholesale from w/c 30 March 2026, including £1 PMP formats.
A bolder challenger brand with clearer shelf impact
The refreshed branding elevates Choc Nibbles from cult classic to confident challenger brand, with stronger architecture across all flavours and standout colour blocking designed to drive faster shelf recognition.
New messaging, including “Saving chocolate one nibble at a time” and “Unapologetically wonky. Unbelievably tasty.”, brings the brand’s character to the forefront, celebrating its playful personality while sharpening its on-shelf presence.
Meet Jaffa Cake Choc Nibbles
A key highlight of the relaunch is Jaffa Cake Choc Nibbles, a new permanent addition to the range designed to unlock broader shopper appeal and incremental sales.
Made using real Jaffa Cake pieces, the variant brings together a flavour profile shoppers’ instantly recognise, reimagined in Choc Nibbles’ distinctive bite-size format. By tapping into one of the UK’s most familiar cake flavours, Jaffa Cake Choc Nibbles offers buyers a lower-risk route to innovation, combining reassurance with clear differentiation.
The SKU launches as part of the B&M and Heron Foods exclusive window, giving retailers first access to what is expected to be one of the strongest performers in the refreshed range.
Rescued ingredients reframed as a point of difference
Each variant is made using rescued chocolate and biscuit pieces, giving surplus ingredients a second life as part of a branded, retail-ready product. The relaunch turns this into a point of pride, reframing natural variation not as inconsistency, but as uniqueness and charm.
Since 2018, Choc Nibbles has helped redirect 6,000 tonnes of surplus ingredients into the human food chain, with more than 40 million bags sold over the past seven years.
Kerbside-recyclable paper pouches – while holding a £1 price point
Every SKU now moves into kerbside-recyclable paper packaging, using a high-performance paper laminate designed to meet the functional demands of confectionery while improving end-of-life recyclability for shoppers.
Despite the packaging upgrade and expanded range, Choc Nibbles is maintaining its £1 RRP, offering retailers a compelling value-led option in one of the most price-sensitive categories in grocery.
Unifying the portfolio under one masterbrand
As part of the refresh, Toffee Crumble joins the Choc Nibbles masterbrand for the first time. This consolidation builds long-term brand equity, simplifies ranging for retail partners and creates a more coherent presence on shelf.
Clear incrementality and category growth potential
Consumer research indicates strong appetite for the refreshed range.James Jeffery, Head of Sales, Sweetdreams Ltd, commented:
“Our new Choc Nibbles packs generated a 70% purchase intent in testing – well above category norms – and 65% of shoppers told us they would buy in addition to their current confectionery choices. That means real, measurable incrementality for retailers at a time when every sales-driving innovation counts.”
He added:
“The move into kerbside-recyclable paper pouches, the refreshed identity and the expanded flavour range give buyers exactly what they’ve been asking for: modernisation, value and a story that stands out.”
Matthew Stephenson, Managing Director, Sweetdreams Ltd, added:
“This refresh takes everything that made Choc Nibbles special – the flavour, the value and the delightfully wonky character, and presents it with far greater confidence on shelf. Moving into kerbside-recyclable pouches while retaining a £1 price point gives retailers a rare combination: a heritage brand with real shopper pull and a truly distinctive look and feel. It’s a proven favourite that now has the standout and relevance to drive new energy into the confectionery aisle.”
Launch timeline
w/c 9 February 2026 — B&M & Heron Foods Exclusive Launch
- 135g Original Choc Nibbles
- 135g Jaffa Cake Choc Nibbles (new flavour)
w/c 19th April 2026 — B&M Exclusive (Managers Specials)
- 300g Original Choc Nibbles Sharing Bag
- 135g Jaffa Cake Choc Nibbles
w/c 30 March 2026 — National Grocery & Wholesale Launch
- Full 135g pre-pack range
- PMP variants (£1 RRP)
- 120g chocolate bar + PMP variant (£1 RRP)
- 2.7kg jar range — six flavours
ENDS
