Click to follow us
A story about channel expansion, localization, and the supply chain working quietly behind it all.
Since entering China, Ritter Sport has expanded from B2B into B2C, and shifted from an European packaging to a China-specific version. Behind these shifts is a supply chain that has kept evolving alongside them.
In 2019, Ritter Sport officially entered the China market. As a German centennial chocolate brand, Ritter Sport is a household name back home. But in China, facing an unfamiliar consumer landscape and an already competitive market, how do you find your place?
They started with B2B, then gradually expanded into B2C, building out channels from Sam's Club and Costco shelves to a Tmall flagship store and Xiaohongshu word-of-mouth. In 2022, consumer research revealed that packaging preferences in China were different than in Europe, so the team rolled out a localized version — and the market responded quickly.
Behind this channel expansion and product localization sits a variable that's easy to overlook, yet critical: the supply chain.
MOOV has provided tailored supply chain services for Ritter Sport since its early days in China, helping connect B2B and B2C, offline and online, into one coordinated flow. Now, we're deepening that partnership through smartMOOV 4PL, building a fully digital, omnichannel supply chain to support data-driven decisions for the next stage of growth.
So what did MOOV actually do? How did a German chocolate bar make its way onto shelves in China?
The full story is in the video below 👇
