Werthers Original Sugar Free is investing in advertising with a £4m TV campaign.
“Werther’s was first to market with its sugar free butter candy in 2007 and in recent years we have seen a strong increase in sales, especially over the last year, driven by our TV advertising and press campaigns,” said Andy Mutton, sales director, Storck UK.
“Varied pack formats such as impulse flip top boxes alongside bag formats have also contributed to the brand’s popularity in the category.
“February and March, in particular, sees the strongest surge in sales of Werther’s Original Sugar Free, with the rate of sale increasing by +28% across our bag lines. We conservatively estimate that we will see a similar level of growth over the coming months as we will be investing heaviliy in the category again with a television campaign, driving awareness amongst consumers who continue to seek out ‘permissible’ treats.”