Maynards Bassetts is tapping into consumer desires for authenticity with Superfruit Jellies, which boast a high fruit content and vitamins C and E.
The 130g bags (rrp £1) contain fruit-shaped soft jellies in papaya, pomegranate, blueberry and cranberry flavours. Each unit contains 30% fruit juice and every six sweets contains 15% of the recommended daily intake of vitamins C & E. Mondelez is confident that the new line will add incremental sales to the category
Marta Sanso, senior brand manager Joyful Candy at Mondelēz International, said: “Candy is all about emotional connections, however, authenticity is a key trend - and new Superfruit Jellies perfectly tap into this. That’s why we’re introducing our new Maynards Bassetts Superfruit Jellies, which are not only tasty but contain real fruit juice and are a source of vitamins, perfectly placed to bring incremental shoppers to the category.”
The launch will be supported by an extensive marketing campaign, including out of home, digital and social media advertising. Point of sale materials will be available to retailers to help disrupt shoppers at shelf and drive sales of the new launch.
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