Following the huge success of Randoms in impulse bags, the sweets will shortly be available in a 195g share bag. The new bag, which has a recommended retail price of £1.45, will include 10 new shapes including foamy jigsaw pieces, padlocks and diggers. It will be available from August 23.
The brand is currently supported by a £3m media spend including TV ads. In addition, the most ’random’ of its 250,000 Facebook fans will be invited to exclusive events.
Launched last year and aimed at 16- to 24-year-olds, according to IRI figures, Randoms is the fastest-selling sugar confectionery brand. It achieved sales of £13m in the year to June 19.