Mondelez raises brand clout in candy with Maynards Bassetts

90589_Maynards-Bassetts-web

Mondelez will create a new power player in the sugar confectionery category when it merges its two biggest brand to create Maynard Bassetts.

The new brand, which rolls out from 1 February, will incorporate the entire range of both Maynards, including Wine Gums, and Basseetts, including Jelly Babies and Allsorts.

The supplier is planning a stream of NPD under the umbrella, beginning with Bertie’s Jelly Mix – soft fruit jellies in quirky, British shapes such as tea cups and bow ties. The line launches in 160g (rsp: £1.52) and 130g (rsp: £1.25) standard bags, and a 130g £1 PMP.

Maynards Bassetts will be supported by a £4m campaign from mid-April, involving outdoor, digit, PR and TV.

Combined sales of Maynards and Bassetts were £127.9m last year, behind category leader Haribo on £135.6m but ahead of Rowntree’s, from Nestle, on £83m [Neilsen 52 w/e 31 October 2015]. Mondelez said Maynards Bassetts was set to become the UK’s leading adult-focused sugar confectionery brand, and would provide a platform to more effectively target older age groups.

“Our research shows 65% of candy is purchased by adults,” said senior brand manager Katie Bashford. “We believe this provides a real opportunity, with out brands perfectly placed to inspire purchases by over-45s.”

“Maynards and Bassetts are strong British brands that are well loved and evoke a sense of nostalgia. They’ve stood the test of time.”

Source: http://www.thegrocer.co.uk/buying-and-supplying/marketing/mondelez-raises-brand-clout-in-candy-with-maynards-bassetts/530571.article (22 Jan 2016 | Simon Gwynn)
Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s