Nostalgia sweets names join forces and aim to meet demand from sweet-toothed grown-ups
TWO of the biggest names in what brands giant Mondelez International calls the adult candy category have joined forces.
The firm has brought together Maynards and Bassetts under the new brand, Maynards Bassetts.
Wine Gums, Jelly Babies and Liquorice Allsorts have all been repackaged for the merger and the first new product to bear the brand is Bertie’s Jelly Mix.
Available in 130g and 160g bags plus a 130g price-marked version, Bertie’s Jelly Mix is an assortment of fruit-flavoured jelly sweets in shapes that include bow ties, cups and saucers and Bertie himself.
The launch is being supported by a £4m marketing campaign that includes TV advertising as well as digital and in-store promotion.
Senior brand manager for joyful candy at Mondelez Katie Bashford said that research had revealed that 65% of candy is purchased by adults.
She said: “We believe this provides a real opportunity, with our brands perfectly placed to inspire purchases.
“Maynards and Bassetts are strong brands that 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.”