Maynards Bassetts is launching a new addition to its adult candy portfolio, Wine Gums Tangy, which aims to bring more adults to the sour segment.
The new candy bag is the third innovation since Maynards and Bassetts joined forces last February and will be the brand’s first sour adult candy.
Following this launch, the Maynards Bassetts Wine Gums brand will return to the small screen in May with a TV campaign that will air for six weeks, as a part of a £6m marketing programme for the brand in 2017.
The TV campaign will follow on from last years ‘Tasty Intermissions’ campaign and will showcase the new sour flavours in a fun ‘Tasty Intermission’.
Katie Bashford, senior brand manager for Joyful Candy at Mondelēz International, said: “Although 74% of adults are open to sour sweets our research shows that only 26% currently buy into the £22m sour segment. Crucially, this shows a great opportunity to grow the candy category further.
“We believe that with its unique proposition, Maynards Bassetts Wine Gums Tangy will provide a real opportunity to inspire purchases and help retailers drive incremental sales within this currently under-indexed segment of the adult candy market.”
Maynards Bassetts Wine Gums Tangy will be available in both 165g £1 price-marked packs (PMP) and non-PMP format.