Confectionery brand Maynards Bassetts has launched its first adult chew candy with a liquid centre as it bids to reinvigorate the UK’s adult confectionery market.
Maynards Bassetts Juicy Chews is the second innovation since Maynards and Bassetts joined forces in February, and will be available in three different flavours: cherry, orange and strawberry.
The sweets will be available in 165g packs with a recommended retail price of £1.30 per bag.
In April, Maynards Bassetts launched its largest TV campaign in 20 years, Tasty Intermissions, which was based on the idea that each candy in the range is a little moment of fun away from the humdrum of everyday life. Each product was given its own 20-second “intermission” that reflects the experience of enjoying that particular sweet.
Maynards Bassetts Juicy Chews will have its own “juicy intermission” from September, which will bring the sweet to life in a colourful and playful way. This will form part of the ongoing £4 million total brand TV campaign, Maynards Bassetts said.
Katie Bashford, senior brand manager for joyful candy for Mondelēz International, said: “The confectionery market is driven by NPD and so we are excited to launch another unique product this year under the Maynards Bassetts super brand.
“Our research shows that adults are the main consumers of chew products, worth £40 million each year. With its unique proposition, we believe this launch provides a real opportunity to inspire purchases and help retailers drive incremental sales within this key age range.”
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