Leaf International has launched a ‘healthier’ range of sugar confectionery branded as Red Band.
Consumers in the UK will be the first in Europe to have access to the brand through subsidiary Leaf UK. The Red Brand range includes healthier alternative to various styles of confectionery from chewy candy to gums and jellies as well as hard-boiled formats. The range has the addition of real fruit juice, low sugar content and added vitamins or calcium. The range includes Chewy Gums in a 35g bag, Milk Shakes in an 80g bag and an 80g Light Wine Gums, all in shelf ready packs of 24 bags. Juicy comes in a 130g bag in shelf ready packs of 27.
A pound;1m support package for the launch includes retailer magazine advertising, national sampling, local promotions and multi-buys, and national TV advertising in January and June 2007.
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