As the year moves into its final quarter, the chocolate category enters its most exciting and commercially powerful season.

With colder days, festive preparations, and growing anticipation in the air, consumers are actively seeking moments of indulgence and products that carry emotional value. This is when chocolate takes center stage and pralines become the stars of the show.

Pralines - a holiday essential and category driver

Pralines have long been a symbol of celebration. Across many European markets, they represent up to half of total chocolate confectionery sales in Q4. Their elegant format, premium perception, and undeniable gifting appeal make them the go-to product for consumers looking to express appreciation, affection, or simply a festive spirit. But the true strength of pralines lies in their versatility. They can be both a heartfelt gift and a spontaneous purchase, beautifully displayed or impulsively added to the basket.

E.Wedel Pralines - a signature gift experience

At E.Wedel, we embrace this season with our signature 200g praline collection. More than just a product, it’s a reflection of over 175 years of chocolate craftsmanship. These pralines are crafted using carefully developed recipes, coated in our distinctive chocolate, and packaged in sophisticated navy and gold - ready to stand out on the shelf or under the tree. They offer a smooth, melt-in-the-mouth experience, designed not just to please the palate, but to create a moment worth remembering.

Where to place pralines? Smart positioning in store

Whether displayed as part of a seasonal end cap, featured near premium alcohol, or paired with flowers and greeting cards, E.Wedel Pralines are the kind of product that elevates a store’s festive offer and drives results. Additional high-performing placement strategies include gifting zones at store entrances and checkout areas for last-minute purchases. Strategic positioning transforms pralines from passive products into active sales drivers.

Chocolate bars grow beyond seasonality

But while pralines rule Q4, another category has been steadily gaining ground throughout the entire year - chocolate bars. With their convenient size, accessible price point, and universal appeal, bars have become a modern consumer staple. Their growth is not seasonal, it’s structural. In an increasingly fast-paced world, shoppers are looking for quick indulgences they can grab on the go. Chocolate bars deliver on that need.

E.Wedel bars - tailored for modern consumers

That’s why E.Wedel continues to expand its presence in this space. Our portfolio includes a growing number of bars tailored specifically for impulse, convenience and e-commerce. Whether displayed near coffee and tea, by soft drinks, or alongside sandwiches and ready meals, these bars perform exceptionally well when positioned as a natural sweet follow-up to an everyday purchase.

ChocoMe and Choco Love - small format, big flavors

Our ChocoMe collection, available in milk chocolate, dark chocolate, and caramel white chocolate, offers compact indulgence in a sleek 24g format. These bars are perfect for consumers looking for a small reward, a comforting flavor, or a touch of sweetness in the middle of a busy day.

For those who prefer richer textures, our Choco Love bars come filled, combining smooth chocolate with a creamy center, designed to satisfy deeper cravings.

Optimizing bar placement & cross-selling 

Today’s retail landscape rewards flexibility and precision. Placing chocolate bars only in the confectionery aisle is no longer enough. True success comes from integrating them into the customer journey: near coffee machines, at vending points, in travel retail, and even as add-ons in online snack boxes.

Other high-performing complementary locations include:

• By coffee and tea - for a sweet moment with a hot drink

• Near cold drinks - for a snack after a sip

• Next to sandwiches or ready meals - as a post-lunch reward

• With salty snacks - to balance sweet and savory cravings

• At self-checkouts - where decisions are made instantly

One brand, two power categories, unlimited opportunity

Whether you’re looking to optimize your festive portfolio with beautifully crafted pralines, or build consistent year-round performance through chocolate bars, E.Wedel offers both heritage and innovation in one trusted brand. We understand the rhythms of the category, and we design our products to move with them.

So as Q4 approaches and shelves begin to sparkle, let pralines do what they do best: drive emotional purchase and seasonal uplift. And let bars continue doing what they already excel at, delivering everyday growth, one bite at a time.

After all, when chocolate is done right, it’s more than just a product. It becomes a reason to return, to reach out, to share and to come back for more. That’s the power of E.Wedel.

Beyond pralines and bars - E.Wedel's iconic portfolio lives on

While pralines and chocolate bars continue to deliver impressive growth across different consumer moments, they are by no means the full story of E.Wedel.

Our iconic products, especially Ptasie Mleczko® and our classic chocolate tablets, remain at the very heart of our brand. Beloved by generations, these formats continue to perform strongly not only during peak festive periods, but also throughout the everyday calendar. They’re not just seasonal favorites, they’re year-round essentials.

And we’re not stopping here. Looking ahead to 2026, we’re already preparing new, exciting launches across multiple segments. From flavor innovations within Ptasie Mleczko® such as Honey and Raspberry or Matcha and Cherry to design upgrades and cross-category surprises - we’re crafting experiences that will delight your customers and elevate your chocolate offer.

Stay tuned to our updates and publications to be the first to discover what’s next.
Because with E.Wedel, there’s always something delicious around the corner.