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.”