Candy brands become one

Two household names in sugar confectionery are coming together under one banner.

Maynards and Bassetts, both owned by Mondelēz, are both hoping to reinvigorate the adult sector as Maynards Bassetts.

The bringing together of both brands also sees a packaging redesign and the launch of new Bertie’s Jelly Mix in a bid to “reawaken adults’ desire for candy products” while keeping the iconic characters of each individual product.

Available in 130g and 160g non price-marked packs and 130g price-marked packs, Bertie’s Jelly Mix features an assortment of jelly sweets in fruity flavours and iconic shapes, including bow ties, cups and saucers and Bertie himself.

In addition to the NPD, the portfolio includes Wine Gums – the UK’s number one selling sugar bag [Nielsen Company, Total Value MAT to w/e 31.10.15], Jelly Babies and Liquorice Allsorts.

The launch will be supported by a £4m campaign, including TV, PR, digital and in-store activity.

Katie Bashford, senior brand manager for Joyful Candy at Mondelēz International, said: “Our research shows that 65% of candy is purchased by adults. We believe this provides a real opportunity, with our brands perfectly placed to inspire purchases by adults.

“Maynards and Bassetts are strong British brands that are well loved and evoke a sense of nostalgia. They’ve stood the test of time and consumers have told us they would welcome their revival.

The joint Maynards Bassetts brand will be worth £127.9m [Nielsen Scantrack 52 w/e 03-10-15].


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