Mondelez launches reduced sugar HFSS-compliant Maynards Bassetts Juicies

Ahead of October’s HFSS legislation, Mondelez has released reduced sugar versions of Maynards Bassetts and The Natural Confectionery Co gummies in an HFSS-compliant Juicies range.

The new range will be comprised of Maynards Bassetts Wine Gums Juicies, Maynards Bassetts Sports Mix Juicies and The Natural Confectionery Co. Juicy Snakes, each of which includes real fruit juice and 30% less sugar than the standard equivalents. All products in the Juicies range are available from August in 130g bags (RRP £1) and are HFSS-compliant, meaning the products won’t be subject to the restrictions coming into place in October.

Anna Ulrich, brand manager for Joyful Candy at Mondelēz International, says: “The addition of real fruit juice to this great-tasting range is certainly set to capture shoppers’ attention from the fixture. Joyful Candy is a strong area of growth within the category – and is currently worth an incredible £1bn in sales. The category also has 86% household penetration [Nielsen IQ] so it’s crucially important for retailers to include different options within their range to offer choice for all.

“Wine Gums Juicies, Sports Mix Juicies and The Natural Confectionery Co. Juicy Snakes will tap into these key trends and will deliver exactly what those consumers are looking for – fun products with natural, trusted ingredients. The core range of each of these brands will still be available, offering more choice than ever through our expanded portfolio in a soon to be HFSS-restricted world”.

In consumer testing, more than two-thirds of testers (71%) said they would go on to buy the new range, claims Mondelez. As the second biggest branded sugar confectionery range on the market (Nielsen IQ), Mondelez says that Maynards Bassetts is ideally placed to tap into the authenticity and naturalness trend with this new range. What’s more, The Natural Confectionery Co. range is growing by more than 44% year-on-year (Nielsen IQ).

To make the most of the new launch, Mondelez claims retailers should site the range together to drive visibility, use callouts on pack to highlight innovation and support with high-visibility feature in store.