Tangerine Confectionery is investing £1m in its branded sugar portfolio.

The investment includes an awareness-building TV advertising campaign on the Softies range, which will introduce the new Fruit Salad Sour Softies and showcase the revitalised branding on both Fruit Salad and Refreshers Softies.

The Softies range, first launched in 2015 as a soft and chewy twist on retro confectionery favourites, have been given a design refresh to bring back the iconic colours and patterns of the original brands, including the classic pink and yellow swirls of Fruit Salad.

The range’s array of flavours is being extended with the launch of new Fruit Salad Sours in 160g (MRRSP £1.49) and 120g (£1 price mark) formats, to respond to the growing consumer trend for sour sweets.

The launch of Fruit Salad Sour Softies and the new packaging design for the full range will be backed by a four-week TV advertising campaign running from June 5 - July 2 on Sky 1, ITV2, Dave and E4.

Russell Tanner, marketing and category director at Tangerine Confectionery, said: “The Softies range, which is currently worth £1.63m with YoY growth of +144%, is one of our most significant pieces of NPD in recent years and taps into the positive associations sweet lovers have with our heritage brands. Fruit Salad and Refreshers are childhood favourites loved by all and we’ve been excited to give them the Softies treatment.

“Another prevailing factor in the success of the Softies range is the consumer trend towards soft gums. This sector is currently worth £266m, the largest in the confectionery market after chewing gum, and is experiencing a growth of 1.9% year on year.

“Our TV advertising campaign marks a significant step change in our branded investment and is a first for confectionery products in Tangerine’s history.”

The new Fruit Salad Sour Softies launch on June 3.