The First Branded Candy
News from RIESEN
With milk chocolate representing the majority of US chocolate sales, RIESEN Milk Chocolate launched to capitalize on the popular flavor.
RIESEN launched a national campaign in the USA that had support through digital, radio, podcast, mobile, and social media. This was the first time in 10 years that the brand received media support!
RIESEN continues to be successful and is available in more than 50 countries.
A new look for even more taste: RIESEN was given a new, modern packaging design in 1999. Thanks to intensive product research, the new RIESEN provided a more intense taste and became even more chocolatey. The advertising campaign said it all: "Just try it!"
Even bigger and better: RIESEN became SUPER RIESEN. As an additional purchasing incentive, each pack featured a "Schleck" cartoon and football tips from German football icon Helmut Haller.
The successful product was renamed into "2 Penny RIESEN" and was available in different flavors such as chocolate caramel.
Germany's first candy brand was created in 1934: "Storck 1 Penny RIESEN", individually wrapped and initially a caramel candy.