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product news: Reinvention produces Softies range
Published:  29 May, 2015

Tangerine Confectionery, the manufacturer of Wham, Refreshers and Fruit Salad, has reinvented them into soft gum formats with the launch of its Softies range.

Available under the Candyland brand, Softies are available in three flavour variants and two pack sizes.

Candyland Fruit Salad Softies (160g, MRP £1.49 and 120g, £1) feature the Fruit Salad raspberry and pineapple recipe along with apple and blackcurrant flavour foam sweets.

Candyland Wham Softies (160g, MRP £1.49 and 120g, £1) includes sugar-coated, chewy sweets in a selection of flavours.

Candyland Refreshers Softies (160g, MRP £1.49 and 120g, £1), are soft, fruity-flavoured sweets with the fizzy coating consumers expect from a traditional Refreshers product.

Gillian Clarke, senior brand manager at Tangerine Confectionery, said: “Softies is our most significant piece of NPD in recent years tapping into the strong and positive associations sweet lovers have with our heritage brands. Wham, Refreshers and Fruit Salad are childhood favourites loved by everyone and we’ve been excited to give them the Softies treatment.

“We are capitalising on consumer demand and the trend for gums, which is the second largest sector of the market. The soft gums sector is currently worth £17.2m and has experienced a growth of 1.7% year on year.

“We’ve worked hard to ensure that these new formats don’t compromise on the unique taste experiences the classic Wham, Fruit Salad and Refreshers products offer. The new Candyland Softies range features the sour tang, fruity fizz and juicy flavours that are loved by sweet fans of every age.”

01977 692500.

www.candy-land.com