{"id":2140358,"date":"2025-06-18T07:58:23","date_gmt":"2025-06-18T06:58:23","guid":{"rendered":"https:\/\/www.thebusinessdesk.com\/yorkshire\/?p=2140358"},"modified":"2025-06-18T15:58:11","modified_gmt":"2025-06-18T14:58:11","slug":"why-life-is-like-a-box-of-chocolates-for-the-boss-of-ritter-sport-uk","status":"publish","type":"post","link":"https:\/\/www.thebusinessdesk.com\/yorkshire\/news\/2140358-why-life-is-like-a-box-of-chocolates-for-the-boss-of-ritter-sport-uk","title":{"rendered":"Why life is like a box of chocolates for the boss of Ritter Sport UK"},"content":{"rendered":"

From selling confectionary bars from the back of an Audi to taking a bite out of the UK market, Ritter Sport\u2019s UK and Ireland managing director, tells Sheryl Moore about the sweet success of the UK\u2019s fastest growing chocolate brand.<\/p>\n

\u201cLife is like a box of chocolates. You never know what you\u2019re gonna get\u201d (Tom Hanks in Forrest Gump<\/em>). The iconic quote, a metaphor for the unpredictable and surprising nature of life, certainly rings true for \u2018chocpreneur\u2019 Benedict Daniels.<\/p>\n

Setting up a new business equipped only with your car and black book of contacts – is a huge leap of faith for anyone.<\/p>\n

And perhaps even more so for those with a mega brand behind them in the cut-throat world of fast-moving consumer goods (FMCG). Back in 2014, Daniels was working at Italian owned Ferrero – the \u00a310bn company home to international brands such as Ferrero Rocher, Kinder, Nutella and Tic Tac.\"\"<\/p>\n

After receiving a call from a recruiter who floated the idea of setting up a UK affiliate of German chocolate brand, Ritter Sport, Daniels, who was at somewhat of a crossroads at Ferrero, decided to take the plunge.<\/p>\n

He says: \u201cI got a call out of the blue. Went to the interview. Thought it was a great opportunity with a bit of risk. Then I spoke to loads of people at Ferrero, including my boss, who said I was a lunatic!\u201d laughs Daniels.<\/p>\n

\u201cHe said \u2018look this is a massive business with huge brands. Customers must deal with you. Consumers love the products. And who are Ritter Sport? What are they doing? Where’s the office? Where’s the depot? Where’s the team?<\/p>\n

\u201cBut there was no office, depot or team. It was just me and my Audi. That was it.\u201d<\/p>\n

A decade on Ritter Sport UK \u2013 an affiliate of fourth generation German family-owned company, Alfred Ritter GmbH & Co, is Britain\u2019s fastest growing chocolate brand. Market value last year grew by around 50% to \u00a330m.<\/p>\n

The brand is now firmly established in the UK\u2019s major retailers including Sainsbury\u2019s, Asda, Morrisons, Waitrose, and online supermarket Ocado.<\/p>\n

In January 2024, Ritter Sport re-entered Tesco after a 28-year hiatus, marking another significant milestone.<\/p>\n

The brand was no stranger to the UK market and had been supplying a handful of large customers and, around 50 smaller ones since the 1980s. It had plodded along for several decades selling around 100 tonnes a year.<\/p>\n

\"\"Today, it sells more than 2500 tonnes in the UK, which is one of the world\u2019s biggest markets for chocolate, with consumers eating an average of 10 kilograms per person each year. While clearly the UK appetite for chocolate is huge \u2013 FMCG is a tough market, made even harder by soaring cocoa costs at a time when consumer spending is being reined in.<\/p>\n

\u201cClearly, we haven\u2019t got the marketing budgets of the mega brands, so we\u2019ve powered ahead through innovation. In terms of our core block products, we\u2019ve led the way through the introduction of different flavours.\u201d<\/p>\n

Ritter Sport has introduced unique options, and its top-selling flavours include pistachio and marzipan.<\/p>\n

Daniels says: \u201cPistachio is typically the top-selling chocolate of all our ranges, with an average of hundred units sold each week from stockists. We launched our Ritter Sport Duo, which is split in half with two different flavours,\u00a0<\/strong>last year and it has been amazingly successful.<\/p>\n

\u201cWe\u2019ve also got the Amicelli brand which was acquired in 2021 from Mars. It is a brand of crispy wafer rolls filled with hazelnut cream and coated in milk chocolate. It\u2019s sold in boxes, and we advise retailers to merchandise them next to other premium boxed chocolates like Ferrero Rocher.<\/p>\n

\u201cIn Sainsbury\u2019s it is outselling Ferrero Rocher,\u201d adds Daniels with more than a hint of pride.<\/p>\n

Born in Nigeria to \u2018hippy parents\u2019, Daniels lived in the north of Nigeria for the first 10 years of his life.<\/p>\n

\u201cMy parents were doing voluntary work over there, so we weren\u2019t like expat people who worked in oil or rubber, we were more like hippies.\u201d<\/p>\n

Benedict, who eschewed his unconventional upbringing to join the corporate world, says his formative years in Africa would see him develop an adaptability and resilience that shaped his professional career.<\/p>\n

He says: \u201cI don\u2019t see myself as very corporate to be honest, and I don\u2019t think without my background, Ritter Sport UK would have got where it is today.\"\"<\/p>\n

\u201cNot many from a corporate background would have worked from the back of an Audi for two years with no office, team or depot. You need a lot of skills and character.\u201d<\/p>\n

\u201cYou also need resilience, you need adaptability, you need tenacity. And you need guts, serious guts because I made some huge, calculated risks. Fortunately, they have paid off, otherwise I wouldn’t be sitting here talking to you today.\u201d<\/p>\n

After graduating from Leeds Beckett University, Daniels began his career at Britvic before joining Greencore. Stints at own label instant coffee manufacture, Fine Foods International, and the UK business of American potato chip maker, Kettle Foods, followed.<\/p>\n

In 2010, Daniels joined Ferrero which is privately owned by the Ferrero family. Perhaps best known in the UK for its early 90s kitsch Ferrero Rocher advert \u2013 the ambassador\u2019s reception – which delivered the immortal line; \u2018Monsieur, wiz zese chocolates you are really spoiling us\u2019. The advert achieved cult status in the UK but not so in Italy.<\/p>\n

\u201cThe Italian owners and marketing team hate that advert,\u201d laughs Daniels. \u201cThey absolutely despise it.\u201d<\/p>\n

Daniels spent four \u2018very happy years\u2019 at Ferrero and, when offered the role of sales director in Sydney, Australia, he grabbed it with both hands. However, disaster struck. On the eve of his departure a family emergency happened and the move was off.<\/p>\n

\u201cAnd that was kind of the beginning of the end,\u201d says Daniels. \u201cOnce you start the process, you are told by Ferrero that if you do a U-turn, then you\u2019re dead to them. That\u2019s it. There’s a kind of rite of passage at the company where you need to prove your commitment to the business.\u201d<\/p>\n

\u201cWhile still at Ferrero but pondering his next move, Daniels received the call. And while his ex-boss may have called him a \u2018lunatic\u2019, a decade on he\u2019s enjoying sweet success.<\/p>\n

What sets Ritter Sport apart says Daniel is it commitment to quality and sustainability, and, unlike many chocolate manufacturers focused solely on profit margins, the company takes a long-term view rooted in its family ownership.<\/p>\n

They’ve invested in owning cocoa plantations in Nicaragua and hazelnut farms in Chile and France \u2013 investments that take a decade to yield returns. In Nicaragua, half the land remains virgin rainforest, with the company using an agroforestry method that promotes biodiversity and efficient land use. It’s an approach born from the family\u2019s passion for preventing deforestation. The company has also deeply integrated itself into the local community<\/p>\n

\u00a0\u201cMost venture capital owned, or publicly listed companies wouldn’t make such long-term investments,\u201d Daniels explains. “But for us, it’s about more than just immediate returns. It’s about controlling our supply chain and maintaining exceptional quality.”<\/p>\n

This commitment is evident in Ritter Sport\u2019s production approach. Every truck delivering chocolate must be chilled, and its warehouses maintain strict temperature controls. \u201cIt’s a non-negotiable quality control policy that adds cost but ensures product freshness, it\u2019s this detail that sets us apart in a crowded market.\u201d<\/p>\n

Priced between brands like Cadbury and premium options like Green & Blacks, Ritter Sport offers a unique value proposition. Its chocolate contains a minimum of 30% cocoa \u2013 nearly 50% higher than many competitors \u2013 and boasts an all-natural ingredient policy.<\/p>\n

Ritter Sport\u2019s UK market share is now 2.5%. \u201cIt sounds low, and it is low,\u201d says Daniels. \u201cBut when you\u2019re fighting beasts like Cadbury, which has got around 40% share and Mars about 10% through Galaxy. We’re very proud of the fact that we’ve grown from almost zero to 2.5% in 10 years, and there\u2019s certainly more to come.”<\/p>\n

As I leave Ritter Sport\u2019s UK HQ in Leeds with a bagful of chocolate in a bright yellow bag emblazoned with Don Choco the sloth \u2013 the company\u2019s logo – I can\u2019t help thinking about Forest Gump\u2019s iconic quote \u2018you never know what you\u2019re gonna get\u201d.<\/p>\n

While Daniels certainly had a mountain to climb and while the odds may have appeared to have been stacked against him \u2013 with his unbreakable resilience I think he definitely knew what he was gonna get.<\/p>\n","protected":false},"excerpt":{"rendered":"

Benedict Daniels, head of Leeds-based Ritter Sport UK, shares his recipe for success at the fast-growing chocolate brand<\/p>\n","protected":false},"author":271992,"featured_media":2140364,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"coauthors":[137100],"class_list":["post-2140358","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-people","tag-yorkshire"],"yoast_head":"\nWhy life is like a box of chocolates for the boss of Ritter Sport UK | TheBusinessDesk.com<\/title>\n<meta name=\"description\" content=\"Benedict Daniels, head of Leeds-based Ritter Sport UK, shares his recipe for success at the fast-growing chocolate brand\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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