Forecourt Trader - 30 years at the heart of the fuel retailing community

Mondelez shakes up sugar with its new megabrand

01 February, 2016
Page 48 

The Maynards and Bassetts brand names are joining forces in a bid to reinvigorate the adult sugar confectionery category. As a result, the entire range will come under the Maynards Bassetts name, with a total packaging redesign.

A new product marks the change: Bertie's Jelly Mix, which celebrates the fun and 'Britishness' of the two brands by featuring a quirky assortment of jelly sweets in iconic shapes including bow ties, cups and saucers and the Bertie character from Liquorice Allsorts. The sweets come in 130g and 160g non price-marked packs (rrp £1.25 and £1.52 respectively) as well as 130g £1 price-marked packs.

The brand relaunch will be supported by a £4m campaign, including TV and in-store activity.

Katie Bashford, senior brand manager for candy at Mondelez 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."

0870 191 7343

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RegionDieselLPGSuper ULUL
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