Nestlé Confectionery is targeting the growing sours market with its latest launch Rowntree’s Randoms Sweet N Sour. The new product is available now in an impulse bag (rrp 50p) and from March 31 in a sharing bag (rrp £1.29).
Aimed at Randoms’ core target audience of 18-24-year-olds, each bag will contain a tongue-tingling combination of sweet foamy shapes, sour jellies and super sour liquid-filled sweets.
The launch will benefit from a digital media campaign as social media is important to the target audience. Rowntree’s Randoms has Nestlé UK’s biggest Facebook page with more than one million fans.
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