Cadbury Trebor Bassett is widening the scope of its Maynards portfolio with the introduction of two new products.

Sports Mixture and Lion Midget Gems are to be brought under the Maynards masterbrand in a move that is expected to introduce many new consumers to the confectionery brand.

In addition both brands will also see the traditional black liquorice flavour gum changed to a blackcurrant flavoured sweet. The change of flavour is the result of consumer research which has indicated that liquorice can exclude some consumers.

An impactful pack redesign will accompany the launch and includes the Maynards branding, while retaining the familiar Sports Mixture and Midget Gems logos.

The activity will be supported by direct mail and a regional poster campaign, and will also benefit from a major £3m TV advertising campaign promoting the Maynards masterbrand.

Maynards Sports Mixture and Midget Gems are available now in 215g bags with a rrp of £1.25.

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