When it comes to trends in sugar confectionery, well-established brands continue to be key to the category, according to Gillian Clarke, senior brand manager at Tangerine Confectionery. “Brands which are well-loved and recognised by consumers continue to be popular choices and retro remains an important trend,” she said.
“We have recently reinvented a selection of confectionery classics into soft gum formats.
“Candyland Fruit Salad Softies, Wham Softies and Refreshers Softies are our most significant piece of new product development in recent years tapping into the strong and positive associations sweet lovers have with our heritage brands. Wham, Refreshers and Fruit Salad are childhood favourites loved by everyone and we’ve been excited to give them the Softies treatment.”
Available under the Candyland brand, Softies come in two sizes, 160g and 120g.
• In a year which marked its 50th anniversary, Chewits has been marketed more directly to older consumers who remember it from their youth.
One of the first Chewits flavours, Blackcurrant, was relaunched in a retro pack, specifically designed to appeal to grown-up consumers. An anniversary five-pack has also been released.
“Nostalgia remains an important emotional driver with older consumers,” said Bev Seymour, commercial manager at Cloetta UK. “They remember our iconic adverts and are more likely to pick up a confectionery treat that they remember from their own childhood, either for themselves or for their children or grandchildren.”
• Storck is investing in new pack designs for toffee and caramel brand Werther’s Original, designed to help it stand out on shelf by making the most of its heritage.
“Our redesign will help new consumers to see the variety of delicious treats available from Werther’s and encourage trial,” said Andy Mutton, sales director, Storck UK. “Retailers should expand the number of Werther’s lines they offer to take advantage of the opportunity this redesign is set to generate.”
