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After Eights re-invented for a new generation

After Eights re-invented for a new generation

The 1970s – an era of dinner parties with tables laden with prawn cocktail, followed by Chicken Kiev and followed by Black Forest Gateau. But a party wasn’t a party without a cup of coffee served with the ubiquitous After Eight.

From their launch in 1962, the square dark chocolate wafers encasing a minty fondant were a hit.

Kids in the playground joked it was always ‘after eight’  - 8am or 8pm - as they munched their way though packets, faces smeared with chocolate. While housewives attempted to impress their neighbours and friends at dinner parties.

Flash forward to today. Dinner parties have been replaced by ready meals and takeaways and the mighty mint that is After Eights is being given a makeover by owners Nestlé Rowntree.

Mint Munchies, tubes of bitesize dark chocolates with mint fondant centres, are being changed into the After Eight brand. 

After Eight bitesize has an RRP of £0.51. It’s a good move and they expect sales to grow on the back of this new product on the back of customer loyalty to the heritage brand. In its traditional category of After Dinner Mints, After Eight makes up for 54 per cent of all sales. 

While retaining the original 300g cartons, it’s the latest product move in Nestlé Rowntree’s bid to extend the After Eight brand. Recently they launched After Eight Straws and the new After Eight Bags. 

Nestle UK Trade Communications Manager, Graham Walker, says, "New After Eight bitesize combines the popular Mint Munchies product with the strength of the After Eight brand.  We expect the rebranded packs to therefore attract even more consumers to the product, generating incremental sales for retailers.”

Top Tips:

It’s all very well protecting the brand values of heritage brands but as the market changes you have to adapt.

Giving a heritage brand a new spin makes its contemporary and more relevant to consumers.

Transforming a product into a more recognised and stronger brand will attract more purchasers.

The more product variations of a product on the shelf, the more exposure the consumer will have the brand. The result builds brand awareness and hopefully customer loyalty.


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