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Mondelez shakes up sugar with its new megabrand

01 February, 2016
Page 48 

The Maynards and Bassetts brand names are joining forces in a bid to reinvigorate the adult sugar confectionery category. As a result, the entire range will come under the Maynards Bassetts name, with a total packaging redesign.

A new product marks the change: Bertie's Jelly Mix, which celebrates the fun and 'Britishness' of the two brands by featuring a quirky assortment of jelly sweets in iconic shapes including bow ties, cups and saucers and the Bertie character from Liquorice Allsorts. The sweets come in 130g and 160g non price-marked packs (rrp £1.25 and £1.52 respectively) as well as 130g £1 price-marked packs.

The brand relaunch will be supported by a £4m campaign, including TV and in-store activity.

Katie Bashford, senior brand manager for candy at Mondelez International, said: "Our research shows that 65% of candy is purchased by adults. We believe this provides a real opportunity, with our brands perfectly placed to inspire purchases by adults."

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