World of Sweets and Bobby’s introduces New Zealand sweets brand to market
CONFECTIONERY wholesaler World of Sweets and its sister firm Bobby’s has partnered with New Zealand firm Zuru to launch the Gumi Yum Surprise candy here in the UK.
Aiming to embrace more novelty confectionery options across its UK wholesale depots, the new sweet treat includes eight fruit flavoured gummy candy strips wrapped around an inner egg. Consumers can unwrap the sweets to reveal the egg and the surprise toy inside.
Ideal for younger children, the sugar dusted candy strips’ eight flavours consist of cherry, strawberry, orange, pineapple, lemon, green apple, blue raspberry and grape.
The toys inside range from the likes of wildlife characters and transformers, to dinosaurs and puppies.
Zuru is also one of the top ranked toy manufacturers in the world and is known for its brands such as Mini Brands, Babycorns dolls and XSHOT.
The confectionery egg has already launched in the USA, New Zealand and Australia and is set to roll out further across the global stage across 2025, with the UK the next market to launch this innovative brand.
Further to this, the Gumi Yum Surprise brand has already built an impressive social media following with around 4.3million likes on TikTok and delivering viral content and strong demand among consumers.
Helen Bradshaw, director of sales and marketing at World of Sweets, said: “We’re delighted to be the exclusive distributor for key channels in the UK and are excited to see where we can take the brand.
“There’s already a massive buzz around this product and the brand as a whole. The interaction with customers via social media channels means consumers are eager to try – even if it’s not available in their country.
“This is great news for retailers in the UK who will be able to capitalise on this buzz and offer their customers this product.
“We’ll be launching this exciting product to retailers at the National Convenience Show, with the product available to buy in August this year. We know they’ll share our enthusiasm for such a great product and strong brand.”
