Monkhill Confectionery is relaunching its Sharps toffee range as Sharps of York, with five new products and a six-figure consumer marketing campaign.

The company is revitalising the Sharps brand, which was first launched in 1911, with new packaging and the reintroduction of Sir Kreemy Knut – the eccentric aristocratic character first used to promote Sharps in 1919.

New products in the range are dairy toffee, fudge, butterscotch swirls, treacle toffee and chocolate toffee, and marketing support will include consumer PR activity, competitions and third-party link promotions, as well as sampling activity with Sir Kreemy Knut.

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