Backed by consumer demand, CRUNCH has unveiled a new twist on its classic crispy milk chocolate bar with the launch of CRUNCH White. The new product delivers the same signature crisped rice crunch in a creamy white chocolate coating. Available in 1.55 oz individually wrapped bars and larger 2.7 oz share packs, CRUNCH White is designed to meet consumer interest in indulgent formats that can be enjoyed both individually and shared among families.
The launch is a significant expansion for CRUNCH, a well-known U.S. chocolate brand. While it has a smaller market presence in terms of market share compared to industry giants like Hershey’s, Reese’s, and M&M’s, it competes with other popular brands like Ghirardelli, Ferrero, and Kinder by focusing on premium products, seasonal campaigns, and innovative new offerings.
Timed for the Halloween season, the CRUNCH White joins a wave of seasonal offerings from major rivals. This year’s lineup includes M&M’s Halloween Blends in milk chocolate, peanut, and peanut butter varieties, Hershey’s Harry Potter™–themed Cookies ’n’ Crème Magical Friends Collection, Reese’s Pumpkins and Miniatures featuring Peanuts® characters, and KitKat’s new spooky-shaped KIT KAT® Counts.
White Chocolate Momentum Worldwide
The CRUNCH White release comes at a time when white chocolate has been featured prominently in product launches across multiple markets. In the United Kingdom, Reese’s introduced the Reese’s Peanut Butter White Bar, while Cadbury launched Twirl White Dipped as part of its expanding limited-edition flavor strategy. In Canada, Lindt reintroduced its Matcha LINDOR Truffles with a white chocolate base, while in Japan the brand expanded its seasonal offerings with Raspberry & Cheesecake and Neapolitan-inspired Lindor editions.
Independent and artisanal brands have also turned to white chocolate as a foundation for flavor innovation. Manoa Chocolate in the U.S. re-released a vegan Strawberry Guava Hawaiian Sea Salt white bar, while Christopher Elbow Chocolates offered a St. Patrick’s Day-themed white chocolate mint ganache. In Australia, Menz Confectionery added FruChocs White Choc Pineapple to its portfolio, signaling an ongoing commitment to flavor experimentation. European launches include Côte d'Or’s Lotus Biscoff white chocolate variant in Belgium and Schogetten’s Cinnamon Roll Winter Edition in Germany.
Market Dynamics
CRUNCH’s Market Position And Activity
Positioned as a legacy chocolate bar brand with a smaller market presence compared to top players.
The launch of CRUNCH White introduces a relevant product variation that taps into consumer interest for white chocolate formats.
The move helps expand the brand’s offering beyond its well-known milk chocolate base, aligning it with broader innovation patterns.
Category Trends
Artisanal and boutique chocolatiers are experimenting with unique combinations with white chocolate—such as tropical fruits, matcha, or popping candy—demonstrating the versatility of white chocolate as a base.