The company is targeting millennial family groups with a unique multi-category offering – confectionery, collectibles and education through a play & learn website.
Yowie is currently the top selling immediate consumption novelty chocolate item in the U.S. market and has branded its product based on the adventures and exploits of six endearing Yowie characters.
During the months of October/November 2016, a second series of Yowie wildlife collectables was released in the U.S., featuring 25 collectibles including the Leatherback Turtle and American Crocodile.
Yowie achieved record net sales of $4.9 million in Q1 2017, a 104% increase over Q1 2016.
Interestingly, merchandising sold in Q1 2017 reached 17,500 (48 units in each), getting significant traction across U.S. retailers.
In November 2016, the company commissioned its second high speed foil wrapping machine at its contracted manufacturing facility at the Madelaine Chocolate Company in New York.
The addition of a second foiler in the U.S. allows Yowie’s manufacturing capacity to stay ahead of anticipated demand growth.
The company is expected to enter two additional markets outside of the U.S. before the end of FY 2017.
Incidentally, Yowie World is making a significant impact on social media, with over 17 million views on its YouTube channel and 18.6 million views on the Yowie World official Facebook page.