American candy brand expands on its UK rollout
AMERICAN candy brand Nerds has expanded on its UK market rollout with the addition of its Nerds Gummy Clusters and Rope lines.
Part of Ferrara Candy, the new additions include five SKUs coming to market with two flavour varieties including Nerds Gummy Clusters Fruits and Gummy Clusters Berries in 113g sharing bags and 45g singles as well as Nerds Rope Fruits which is a gummy and crunchy rope shaped sweet.
The Nerds Gummy Clusters launch will be backed by a long term marketing campaign set to run from now until December 2025 with an investment of $8.7million (£6.9million) into the brand.
This includes outdoor and digital advertising as well as VoD partnerships with ITV, Channel 4 and Amazon Prime with further activations and targeted sampling opportunities.
This comes after Fox’s Burton’s Companies (FBC) announced itself as the sole importer of Nerds Candy in the UK and Republic of Ireland which will see the range rolling out in major grocery multiples from July.
Colin Taylor, trade marketing director at FBC UK, said: “We’re ready to shake up the sugar confectionery market with our breakthrough product and bring shoppers a truly unique offering that satisfies the tastebuds of those looking for a textural adventure.
“There was no better time to launch Nerds Gummy Clusters in the UK, as we’ve seen booming success in the US.
“In fact, Nerds Gummy Clusters shoppers are spending 55% more than the category average in the US, so we know this range is effective at trading up shoppers and unlocking a delicious amount of opportunity for retailers.
“What’s more, the new Nerds Gummy Clusters will help retailers tap into the trend of newstalgia, by reinventing an iconic brand and driving shopper trial.
“Nerds is growing in both awareness and popularity in the UK, with 70% of Brits claiming they have heard of the brand, so now is the perfect time for retailers to introduce the brand to their stores.”
