Nestlé Confectionery is launching Rowntree’s Randoms on May 18. These are jelly sweets in a random range of textures, flavours and shapes. All are free from artificial colours and flavours. The company expects them to be a big hit with 16- to 24-year-olds.
The launch will be backed by a £6m spend to build on Rowntree’s position as the number one impulse fruit confectionery brand (AC Nielsen total market, 52 w/e December 27, 2008).
AC Nielsen values the Rowntree’s brand at £70m and its figures reveal that the brand grew by 8% last year.
The launch campaign for Randoms will include TV, outdoor advertising and a "huge internet presence". The TV commercials will be on air from June 5 and Nestlé expects 97% of 16- to 24-year-olds to see them.
"The launch is a natural move for Rowntree’s," explains Graham Walker, Nestlé UK trade communications manager. "While Rowntree’s has been a firm favourite with families for generations, Randoms is specifically designed to extend the brand’s appeal to a young adult audience." Rowntree’s Randoms come in a 50g bag; rrp 39p.
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