Kick-starting what the company refers to as a ‘new era’ for Tangerine Confectionery, Candyland will launch in the impulse and wholesale channel with a 2-for-£1 range from this month.
The 2-for-£1 promotion, alongside dedicated stand and branded POS material, will roll out into Asda and other major multiples from August.
To amplify the rollout of Candyland, there will be a digital consumer communications plan that includes a new website, Facebook and Twitter accounts, alongside a complementary consumer PR campaign.
“The launch of Candyland heralds a new era for Tangerine Confectionery with the consolidation of our brand portfolio under one distinct ‘masterbrand’,” said Melissa Wilson, head of marketing. “We’ve harnessed the years of confectionery expertise and skill from around the business to develop new innovative products, reinvigorating classic flavours for a modern market and retaining our popular retro sweets.
“Candyland provides a wealth of opportunities to create new, exciting and innovative products moving forward, extending our portfolio to appeal to kids and adults of all ages, and becoming the one-stop-shop for all sweets.”
Tangerine worked with London-based brand design agency BrandOpus to create the concept of Candyland.
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