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product news: Barratt brand returns

Merril Boulton ·

Retro sweets brand Barratt is marking its 170th anniversary with a new launch this spring, backed by £1.5m marketing support.

The brand portfolio will include DipDab, Refreshers, Nougat, Sherbet Fountain, Fruit Salad, Black Jack, Wham, Refreshers Softies and Fruit Salad Softies.

Eight of the 10 best-selling Tangerine Confectionery SKUs will now be housed under the Barratt brand, including the top seller – the Barratt DipDab 23g.

The new launch is being supported with an initial investment of more than £1.5m, including a new website, full redesign, and TV advertising – the campaign kicks off in March.

The decision to bring back Barratt, which disappeared in 2013, was prompted by customer demand and market research revealing that the majority of customers (75%) still hold a strong affinity and fondness for the brand.

Tangerine Confectionery has also announced the launch of a Sour Apple flavour DipDab, designed to provide for the increasing demand for sour-tasting confectionery.

Russell Tanner, marketing and category director said: “The return of Barratt is incredibly exciting, for both consumers and retailers who have a strong memory and connection with the brand.

“Our decision to bring back Barratt demonstrates the business’ commitment to listening to consumer needs and our ongoing determination to drive category growth. We’re optimistic that the return of this much-loved brand will help to drive our ambition to further increase our standing in the kid’s singles market to 10% market share.”