A Gumi offer to help tap into sharing opportunities
CONFECTIONERY firm World of Sweets has expanded further on the Zuru Gumi Yum range with the introduction of the brand’s first sharing bag format.
Aiming to give convenience store retailers a fresh way to tap into the rising demand for sharing formats, the new Gumi Yum packs come in Rainbow Ribbons and Rainbow Tubes variants across £1.25 price-marked sharing bags.
The Gumi Yum Rainbow Ribbons feature six peelable, fruit-flavoured rainbow strips that have been covered in a sour sugar coating to tap into the demand for novelty sweets across the category.
Meanwhile, the Rainbow Tubes offer five sour coated sweets with a creamy centre with flavours consisting of Peach, Apple, Blueberry, Strawberry and Pineapple.
The new packs bring the brand’s signature colourful style to a new section in confectionery and seeks to deliver a high-impact stand out on shelf in doing so.
Each pack features a colourful design and emphasises the brand’s playful nature, says World of Sweets, to help encourage impulse and repeat purchase sales.
The new launch builds on the momentum that the Gumi Yum range has seen in recent months and follows directly on from the brand’s latest launch which saw the Gumi Yum Surprise variant team-up with Illumination’s Minions & Monsters as part of a new toy collection.
Louisa Jones, senior brand manager at World of Sweets, said: “Gumi Yum has quickly become one of the most exciting brands in kids’ confectionery, combining flavour, fun, collectability and social media appeal in a way that really connects with shoppers.
“The success of Gumi Yum Surprise, including Minions & Monsters and Wildlife, has shown there is a clear appetite for sweets that deliver more than just great taste. Shoppers want products that feel fun, interactive and worth talking about.
“The new Rainbow Ribbons and Rainbow Tubes bags build on that momentum and give convenience retailers and independents a simple, high-impact way to bring Gumi Yum into their bagged sweets fixture. At £1.25 PMP, they offer strong value, shelf standout and a clear reason for shoppers to buy.”
