Maynards and Bassetts join forces to reinvigorate adult candy

 712217_Maynards Bassetts JPEG image requests_Op2_HI RES%5b1%5dThis February, Maynards and Bassetts will launch a new range to lead and inspire the adult candy category.

The entire range will come under the Maynards Bassetts branding, with a total packaging redesign and the launch of new Bertie’s Jelly Mix to cement the exciting new relationship. The new brand aims to reawaken adults’ desire for candy products with a little light-hearted silliness, keeping the iconic characters of each individual product while boosting the range through the strength of the Maynards and Bassetts brands.

Available in 130g and 160g non price-marked packs and 130g price-marked packs, the new Bertie’s Jelly Mix celebrates the fun and Britishness of the two brands. It features a quirky assortment of jelly sweets in delicious fruity flavours and iconic shapes, including bow ties, cups and saucers and, of course, Berties!

In addition to the NPD, the portfolio of classic British favourites includes Wine Gums – the UK’s number one selling sugar bag according to Nielsen – Jelly Babies and Liquorice Allsorts, all containing natural colours.

To support the masterbrand and range, the launch will be supported by a £4 million campaign, including TV, PR, digital and in-store activity.

Katie Bashford, senior brand manager for Joyful Candy at Mondelēz International, said: “Our research shows that 65 per cent of candy is purchased by adults. We believe this provides a real opportunity, with our brands perfectly placed to inspire purchases by adults. Maynards and Bassetts are strong British brands that are well loved and evoke a sense of nostalgia. They’ve stood the test of time and consumers have told us they would welcome their revival. Maynards Bassetts will be in an extremely strong position to evolve as a brand and drive category growth.”