Booja-Booja targets impulse indulgence with raft of new SKUs

Free-from brand Booja-Booja is extending its chocolate snacks and hot drinks with a wave of new product development aimed at broadening its appeal across everyday and gifting occasions.

The Norfolk-based manufacturer is introducing seven new lines, alongside three gift chocolate boxes, as it builds on the success of its sweet snacking range which launched in 2024.

In the impulse category, the brand is extending its Chocolate Wonders with Coconut and Deeply Chocolate variants, positioned as bite-sized, affordable treats. Two new two-truffle packs – Deeply Chocolate and Salted Caramel Mocha – further strengthen its on-the-go offer, reflecting continued demand for premium, convenient formats.

Hot drinks are another key focus, with three flavoured hot chocolates – Orange, Vanilla Chai Spice and Hazelnut – joining the company’s original product. The move signals a clear push into the plant-based hot beverage space, with the expanded range set to roll out for the autumn season.

Booja-Booja is also reinforcing its established gifting credentials with new truffle formats. Fruit & Pecan Praline Crunch and Salted Caramel Mocha will launch in eight-truffle boxes, while a new 16-piece Grand Selection introduces Fine de Champagne & Strawberry alongside a mix of existing bestsellers.

All products are organic, vegan and free from dairy, gluten and soya, with the Chocolate Wonders and hot chocolate lines also certified kosher and halal.

The new products will be available to wholesalers from the end of August.

By Jane Wolfe, contributor