Nestlé Confectionery’s Rowntree’s brand is undergoing a major shakeup, with all products receiving a packaging revamp alongside the introduction of two new Randoms lines for c-stores.
To coincide with Random’s tenth birthday, Sours and Squish’ems 140g sharing bags (both rrp £1.29) are joining the brand’s convenience and impulse portfolio.
The new lines also include several new sweet shapes including a hashtag, a gnome, a unicorn and a flamingo, while sweets shaped like a cake, birthday present, party popper and number 10 have also been added to celebrate the brand’s anniversary.
In total, the Randoms sweet line-up features more than 100 shapes, in four different textures, and six different flavours.
In addition to the new shapes, the green sweets featured in the range, currently lime-flavoured, have been made apple-flavoured after the change proved more popular in testing. All of the sweets contain no artificial colours, flavours or preservatives.
The launch of the new Rowntree’s Randoms is being supported by a media campaign which includes out of home advertising, social and digital media, as well as experiential activity.
Hannah Smithson, assistant brand manager for Rowntree’s said: “We’ve been working very hard to make this year the best yet for Randoms and are delighted to introduce new shapes, tastes, textures and flavours that all our consumers will absolutely love!”
The introduction of new choices in the Rowntree’s Randoms range comes at the same time as a major re-brand for Rowntree’s which covers Nestlé’s full range of sugar sweets including Fruit Pastilles, Fruit Gums and Jelly Tots as well as Randoms.
Nestle Confectionery claims the re-brand introduces brighter colours and more prominent branding across all packs, while the Rowntree’s logo itself has a new look with a darker green colour and updated font.
Alongside the new Rowntree’s Randoms products, Nestlé will also say goodbye to Tooty Frooties, the chewy sweets with a hard shell, that date back to the 1960s.
A Nestlé spokesperson said: “Sweet tastes and trends change over the years and Tooty Frooties have become much less popular in the decades since their launch. In 2019, people prefer the jelly and foamy sweets you find in Rowntree’s Randoms and that’s why we’ve decided to concentrate on new products under the Randoms brand.”
