World of Sweets launches The Traitors sweets range
CONFECTIONERY wholesaler World of Sweets has unveiled its new range inspired by the hit TV show The Traitors.
Bringing more play-led sweets to the fixture, the new licensed range taps into the UK BBC TV show with interactive formats that enable shoppers to play at home and provide shareable opportunities.
The range has been developed to match elements from the TV show combining sweets with “challenge-based formats”, surprise flavours and group interaction.
The new range of sweets includes:
• The Traitors Chews that provide shoppers with a play-led chew sweet built around a ‘sweet or sour?’ challenge concept, encouraging sharing missions with consumers. Each 120g bag comes with an RRP of £1.50.
• The Traitors Jellybean Spinner Game is a confectionery-and-game hybrid game that brings a spin and dare experience to the category with jelly beans that offer shoppers the chance between a traditional sweet flavour, such as tropical or bubblegum, or a less pleasant option such as soap or curry. Each 100g box comes with an RRP of £3.
• The Traitors Chocolate Coins is a themed impulse range with a strong visual appeal says World of Sweets. Each 72g bag comes with an RRP of £1.75.
• And finally, The Traitors Chocolate Shield Medallion is inspired by the shields seen on the game show that grant players immunity from being murdered in the game for one night. Each 26g medallion comes with an RRP of £1.50.
Available on shelves from September, the new range has been designed to work across multiple retail channels, says World of Sweets, with strong potential for multiple siting opportunities and branded FSDU activations to help maximise visibility across stores.
A spokesperson for World of Sweets said: “Inspired by the tension, twists and social gameplay of ‘The Traitors’, the range has been developed to bring a stronger play element into confectionery – combining sweets with challenge-based formats, surprise flavour moments and group interaction that encourage repeat purchase and social sharing.”
