Confectionery brands Maynards and Bassetts will join forces this February to give consumers a new “adult candy” offering.
The entire range will be unified under Maynards Bassetts branding, with a total packaging redesign and the launch of new Bertie’s Jelly Mix to cement the new collaboration. The brand will aim to reawaken adults’ desire for candy products with a little light-hearted silliness, keeping the iconic characters of each individual product while boosting the range through the strength of the Maynards and Bassetts brands.
Available in 130g and 160g packs, as well as 130g price-marked packs, the new Bertie’s Jelly Mix celebrates the fun and Britishness of the two brands and features a quirky assortment of fruit jelly sweets in the shape of bow ties, cups and sauces, and even Bassetts mascot Bertie.
To support the masterbrand and range, the launch will be supported by a £4m campaign, including TV, PR, digital and in-store activity.
Brand owner Mondelēz said that the move would offer retailers the chance to boost their bagged sweets sales, excite shoppers with an innovative new products and stock up in advance of media activity to make the most of customer excitement.
Katie Bashford, senior brand manager for joyful candy at Mondelēz International, said: “Our research shows that 65% of candy is purchased by adults. We believe this provides a real opportunity, with our brands perfectly placed to inspire purchases by adults.
“Maynards and Bassetts are strong British brands that are well-loved and evoke a sense of nostalgia. They’ve stood the test of time and consumers have told us they would welcome their revival.
“Maynards Bassetts will be the number one adult candy brand, worth a huge £127.9m, and, together, will be in an extremely strong position to evolve as a brand and drive category growth.”
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