Maynards and Bassetts will be joining forces next month to reinvigorate adult candy, with a new brand to lead and inspire the category. 

The entire range will come under the Maynards Bassetts branding, with a total packaging redesign and the launch of new Bertie’s Jelly Mix. The new brand aims to reawaken adults’ desire for candy products with a little light-hearted silliness, keeping the iconic characters of each individual product while boosting the range through the strength of the Maynards and Bassetts brands.

Available in 130g and 160g non price-marked packs and 130g price-marked packs, the new Bertie’s Jelly Mix aims to celebrate the fun and Britishness of the two brands. It features a quirky assortment of jelly sweets in delicious fruity flavours and iconic shapes, including bow ties, cups and saucers, and Berties.

In addition to the NPD, the portfolio of classic British favourites includes Wine Gums, Jelly Babies and Liquorice Allsorts, all containing natural colours.

To support the masterbrand and range, the launch will be supported by a £4 million 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 per cent 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."