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Some products are so familiar that we can hardly imagine them changing. After Eight is one of them. For more than six decades, the chocolate brand has been synonymous with its thin mint chocolates, wrapped in their instantly recognisable black envelopes.

Since 1962, After Eight has stayed true to its classic combination of dark chocolate and mint. Now, however, the brand is doing something rather unexpected.

For the first time, After Eight is introducing varieties without mint. The three new flavours each take the brand in a different direction: caramel paired with milk chocolate, orange with dark chocolate, and raspberry with dark chocolate.

Cecilia Sannig, Marketing Manager, Confectionery Nordic at Nestlé, says:

“After Eight has always been about the small moments we share. With the new varieties without mint, we are opening the brand up to new consumers and giving more people the opportunity to find their favourite, while staying true to the identity and quality that have defined After Eight since 1962.”

After Eight was developed as an “after dinner” chocolate by Brian Sollit at British confectionery maker Rowntree’s and launched in 1962. The idea was simple: a small chocolate to enjoy after dinner, hence the name After Eight. In 1988, Nestlé acquired Rowntree’s, bringing After Eight into its portfolio.

Cecilia adds that the brand is also updating its packaging, with new colours making it easier to distinguish between the different flavours:

“The new design builds on After Eight’s familiar look while giving the packaging a fresh expression. The new colours make it easier to find your preferred flavour, without moving away from the look consumers have known for more than 60 years.”