Yorkie (chocolate bar) explained

Yorkie
Producttype:Chocolate bar
Currentowner:Nestlé
Country:United Kingdom

Yorkie is a chocolate bar made by Nestlé.[1] It was originally made by York-based company Rowntree's, hence the name.

History

In 1976, Eric Nicoli of Rowntree's spotted a gap in the confectionery market for a "manly" chocolate bar, and so the company launched Yorkie as a chunkier competitor to Cadbury's Dairy Milk.[2] Production was at York and Norwich until 1994.[3]

The Yorkie bar has historically been marketed towards men. From the bar's launch until 1992, the "Yorkie bar trucker" was the famous "rough, tough star" of the brand's television adverts.[4] Another prominent ad from this period was a billboard at York railway station with the words "Welcome to" and a picture of a half unwrapped Yorkie bar. Thus the advert read "Welcome to York". Further text beneath said "Where the men are hunky and the chocolate's chunky".[5]

In 2002, the bar's relaunch campaign made this positioning more explicit, with the addition of a wrapper tagline reading "It's not for girls!", as well as associated £3 million television and print advertisements that featured a variety of sexist slogans.[6] One of these campaigns provoked 97 complaints to the Advertising Standards Agency on grounds of sexism in its first year, but the ASA eventually ruled that these complaints were not justified.[7] However, an associated promotional campaign in which free sample bars were handed out exclusively to men was banned by Liverpool's and Birmingham's councils.[8] In 2006, a pink-wrapped special edition was released as an ironic play on the "not for girls" branding, with this edition marketed towards women.[9] [10] In 2011, the "It's Not for Girls!" slogan was dropped, and standard Yorkie bars became available in three packs.

Aside from the original milk chocolate bar, several variants are available, including a "raisin and biscuit" flavour, "honeycomb" flavour, and Yorkie ice cream. A special version for use in Ministry of Defence ration packs was also produced, with its tagline reading "It's not for civvies".[11]

Size changes

Yorkie bars were originally composed of six chunks of chocolate each marked Rowntree; they were wrapped in both foil and an outer paper wrapper and weighed .[12] [13] The wrapping was later switched to a single plastic foil wrapper. More recently, in an effort to reduce costs, the number of chunks was reduced to five with "Yorkie" moulded into each chunk. The weight of the bar has decreased over the years. In 2002, Yorkie bars were .[14] This had been reduced to by 2010, and was reduced further to in 2011 and then later that year. It was shrunk again in November 2014 to . In January 2015, UK, Raisin & Biscuit Yorkies were . Limited edition Yorkie Peanut was . Yorkie King size bars have also reduced in size.

Flavours

Other information

Yorkie sponsored the Stealth roller coaster at Thorpe Park.[21]

See also

Notes and References

  1. Web site: Yorkie . Nestlé . 25 December 2012 . live . https://web.archive.org/web/20121226203142/http://www.nestle.co.uk/brands/chocolate_and_confectionery/chocolate/yorkie . 26 December 2012 . dmy-all.
  2. Book: Berry . Steve . Norman . Phil . A History of Sweets in 50 Wrappers . 2014 . . London . 9780007575480 . 111.
  3. Web site: Yorkie 1977–1975, context . Yorkshire Film Archive . yorkshirefilmarchive.com . 13 April 2016 . dead . https://web.archive.org/web/20160911193656/http://www.yorkshirefilmarchive.com/sites/yorkshirefilmarchive.com/files/node_pdfs/node_8745_context.pdf . 11 September 2016 . dmy-all.
  4. News: Day . Julia . 27 March 2002 . Yorkie bans women . en . . live . 25 December 2012 . https://web.archive.org/web/20220116221139/https://www.theguardian.com/media/2002/mar/27/advertising.marketingandpr . 16 January 2022.
  5. News: . 2 February 2016 . Yorkie turns 40 - famous sign to be recreated in York . . live . 16 June 2021 . https://web.archive.org/web/20211223004344/https://www.yorkpress.co.uk/news/14245515.yorkie-turns-40-famous-sign-to-be-recreated-in-york/ . 23 December 2021 . 1757-3289.
  6. News: Heilpern . Will . 15 March 2016 . How Yorkie came to be the world's first openly sexist chocolate bar . . . New York City, NY, United States . live . 28 July 2022 . https://web.archive.org/web/20161101024920/http://uk.businessinsider.com/the-story-behind-the-yorkie-chocolate-bar-2016-3/ . 1 November 2016 . 1076392313 . dmy-all.
  7. Web site: . 8 May 2003 . ASA rejects Yorkie poster complaints . live . https://web.archive.org/web/20201127093843/https://www.marketingweek.com/asa-rejects-yorkie-poster-complaints/ . 27 November 2020 . 28 May 2022 . . Centaur Media . en . London, England, UK . 0141-9285.
  8. News: . 20 April 2002 . Angry shopper attacks Yorkie woman . en-GB . . London, England, UK . live . 1 February 2022 . https://web.archive.org/web/20080229094053/http://news.bbc.co.uk/1/hi/england/1941327.stm . 29 February 2008.
  9. News: . 2 February 2005 . Bids flood in on ebay as Yorkie for the girls proves a massive hit . en . . live . 1 February 2022 . https://web.archive.org/web/20220202003609/https://www.yorkpress.co.uk/news/7869982.bids-flood-in-on-ebay-as-yorkie-for-the-girls-proves-a-massive-hit/ . 2 February 2022 . 1757-3289.
  10. Web site: Waters . Lowenna . 23 October 2018 . Would the Yorkie 'it's not for girls' slogan go down well in 2018? Here's what people think . live . https://web.archive.org/web/20210320181653/https://www.indy100.com/discover/yorkie-its-not-for-girls-kleenex-mansize-sexist-branding-2018-uproar-8597276 . 20 March 2021 . 28 July 2022 . . The Independent.
  11. Web site: 8 September 2016 . Interesting Facts and Info about Yorkie Chocolate Bars . dead . https://web.archive.org/web/20200320233614/https://www.allsweetsandtreats.com.au/blogs/news/interesting-facts-and-info-about-yorkie-chocolate-bars . 20 March 2020 . 2 November 2018 . allsweetsandtreats.com.au . All Sweets and Treats.
  12. Original Yorkie Advert . 3 May 2010 . Television production . First published circa 1976 . 5 November 2013 . https://web.archive.org/web/20140301163957/http://www.youtube.com/watch?v=z3busqVCieo . 1 March 2014 . live . YouTube . dmy-all.
  13. Web site: Yorkie image (Rowntree's) . live . https://web.archive.org/web/20130120163354/http://www.ayrshirehistory.com/sweetie_papers/rowntrees_yorkie.jpg . 20 January 2013 . 1 October 2012 . ayrshirehistory.com . dmy-all.
  14. News: Webb . Nick . 10 October 2010 . It may not be for girls, but Yorkie no longer man-sized . en . . Dublin, Ireland . live . 13 April 2019 . https://web.archive.org/web/20180624010722/https://www.independent.ie/business/irish/it-may-not-be-for-girls-but-yorkie-no-longer-mansized-26688577.html . 24 June 2018 . 0021-1222.
  15. Web site: January 2005 . Nestle Yorkie Original . live . https://web.archive.org/web/20130903143634/http://www.taquitos.net/snacks.php?snack_code=2468 . 3 September 2013 . 5 November 2013 . Taquitos.net . Boston, Massachusetts, US . dmy-all.
  16. Web site: February 2005 . Nestle Yorkie Honeycomb . live . https://web.archive.org/web/20130903114302/http://www.taquitos.net/snacks.php?snack_code=2535 . 3 September 2013 . 5 November 2013 . Taquitos.net . Boston, Massachusetts, US . dmy-all.
  17. Web site: Nestlé unveils limited edition orange Yorkie . Cronin . Éilis . 23 April 2021 . talkingretail.com . Talking Retail . 8 February 2024.
  18. Web site: Nestlé unveils limited edition Yorkie Peanut . . 10 October 2014 . talkingretail.com . Talking Retail . 8 February 2024.
  19. Web site: December 2005 . Yorkie Blue Ice . live . https://web.archive.org/web/20141129070332/http://www.taquitos.net/snacks.php?snack_code=2885 . 29 November 2014 . 21 November 2014 . Taquitos.net . Boston, Massachusetts, US . dmy-all.
  20. News: . 8 February 2024 . Nestlé axes classic Breakaway bar after 54 years . BBC News . 8 February 2024.
  21. Web site: . Case Studies Merlin Sponsorship – Yorkie Stealth . dead . https://web.archive.org/web/20130120163354/http://www.merlinsponsorship.com/yorkie-stealth/ . 20 January 2013 . 25 December 2012 . merlinsponsorship.com.

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