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Bagging more adults

Maynards Bassetts is launching Wine Gums Tangy in a bid to bring more adults to the sour segment. Following the launch, the Maynards Bassetts Wine Gums brand will return to the small screen in May with a TV campaign that will air for six weeks, as a part of a £6m marketing programme for the brand in 2017.

Katie Bashford, senior brand manager for Joyful Candy at Mondelez International, said: "Although 74% of adults are open to sour sweets our research shows that only 26% currently buy into the £22m sour segment."

The new sweets are available in 165g £1 price-marked and non-price-marked bags.

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