Poundland’s ‘most successful’ chocolate bar ‘copy’ of Toblerone despite redesign – ‘how?’

Poundland: Manufacturer on store’s answer to Toblerone

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In recent years, retailers have come under fire for replicating branded products and selling them at a lower price to attract customers. Tonight on Channel 5’s The Wonderful World of Chocolate, the programme took viewers behind the scenes to see how Poundland’s Twin Peaks is made and how similar it is to the Swiss chocolate bar Toblerone.

The narrator of the show explained: “Aldi, Lidl, in recent years we’ve been going mad for budget retailers and there’s no bigger icon than Poundland.

“With over 850 stores nationwide and an annual turnover of £1.5billion, their own-brand chocolate specialises in giving something similar to our favourite bars but much cheaper.

“Their most successful bar is Twin Peaks, it’s alternating twin chocolate slopes representing not the Alps of Toblerone, but the different heights of Shropshire’s Wrekin and Ercall hills.”

Back in 2017, Poundland said it saw record-breaking sales of its Twin Peaks chocolate as it became the retailer’s fastest-selling item since the chain’s launch back in 1990.

The bars are made in Birmingham and 46,000 of the chocolate bars are made each day.

Poundland found itself embroiled in a legal battle back in 2017 when Toblerone creators Mondelēz complained about the design of the budget retailer’s sweet treat.

At the time, the Twin Peaks chocolate bar consisted of pyramid shapes, much like the well-known Toblerone bar.

After a relaunch back into stores, Poundland redesigned their nougat-packed chocolate treat to represent Shropshire. 

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Taking to Twitter to share their thoughts on the Twin Peaks, one viewer said: “I don’t understand how shops get away with copying different brands, I’m sure they taste different slightly, but just how?”

Another said: “Twin Peaks looks like the exact copy of Toblerone even if the shape is different.”

“#TheWonderfulWorldofChocolate unveiling retailer’s secrets,” said a third.

A fourth explained: “You just can’t beat a Toblerone, I’m eating one right now.”

One viewer tweeted: “There needs to be more regulation on this, brands work tirelessly to make an original product and it’s replicated not long after.”

Others were less convinced it was a replica of Toblerone, with one explaining “looks nothing like the iconic Toblerone”.

One viewer said: “Literally every supermarket does this these days, it means people on a budget can still get a taste for branded food.”

Earlier this year, budget retailer Aldi and Marks and Spencer entered a legal battle over Cuthbert the Caterpillar cake which was said to be extremely similar to M&S’ iconic Colin the Caterpillar.

At the time, a spokesman said: “Because we know the M&S brand is special to our customers and they expect only the very best from us, love and care goes into every M&S product on our shelves.

“So we want to protect Colin, Connie and our reputation for freshness, quality, innovation and value.”

Marks and Spencer was the first retailer to sell a caterpillar cake, but many supermarkets have since created their own similar products.

Other cakes include Waitrose’s Cecil, Sainsbury’s Wiggles, Tesco’s Curly and Asda’s Clyde the Caterpillar. 

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