Sainsbury’s stores start stocking The Wizards Magic

By James Ridler contact

- Last updated on GMT

The Wizards Magic is launching in Sainsbury's stores nationwide
The Wizards Magic is launching in Sainsbury's stores nationwide

Related tags: Confectionery

York-based confectionery brand The Wizards Magic has signed a deal with big four retailer Sainsbury’s to supply its products to stores nationwide, including a CBD chocolate bar.

From 3 June, Sainsbury’s will sell Wizards’ chocolate bars online and in 70 of its stores as part of its ‘Taste the Future’ initiative to help smaller food and drink businesses get to market. The programme was launched in 2019.

Food and drink products that have appeared on the Taste the Future bay in Sainsbury’s stores included Sea Chips handcrafter salmon skin crisps, snack brand Made for Drink and Bootleg Booch, an alcoholic kombucha.

Leading chocolate producers

Managing director Charlie Simpson-Daniel said: “The key thing that has changed in the chocolate sector in the last 120 years has been brand leaders swapping cocoa content for sugar in their leading products.

“At Wizards we want to bring the magic back to chocolate by creating offerings the world has never seen before that innovate and add value back into the chocolate category.

“It will be one of the proudest days of my life to see The Wizards Magic Manuka Honey, Wizards vitamin-infused Immunity and Wizards CBD Chocolate bars land on the shelves of Sainsbury's for the first time”. 

The retailer will sell the brand on a trial basis for the next 16 weeks. Three of its most popular flavours available in store shelves – a CBD Mint bar, Manuka Honey and a Caramel immunity bar. Wizards offers a wider range of ‘ethical, sustainable and functional’ cholates online.

Bringing the brand to life

Steven Rush, Wizards sales director, added: “Working with Sainsbury's and their buying team to bring The Wizards Magic to life in their stores certainly ranks amongst one of my proudest accomplishments.

“I’m incredibly humbled and excited by the opportunity and like Charlie I can’t wait to stare at the Sainsburys shelf and see The Wizards Magic staring back at me.”

Meanwhile, non-alcoholic drinks firm Sea Arch has partnered with Mangrove UK​ to distribute its drinks in the UK.

Related topics: NPD, Confectionery

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