Perfetti Van Melle is making an addition to its Chupa Chups range. Following its launch in the US, Airheads – chewy, fruit flavoured sweets – will be available in the UK from this month.
The bite sized candies come packaged in a brightly-coloured aluminium foil packet that aims to stand out on the shelf, and which Perfetti Van Melle hopes will appeal to adults, teenagers and children alike. Each 50g packet includes five fruit flavours; lemon, blueberry, strawberry, apple and orange.
Retailers stocking Airheads will be supported with a 360 degree marketing campaign. POS materials will include dump bins and security covers. In addition, the launch will include advertising and a social media campaign.
Mark Roberts, UK Trade Marketing Manager, said: “The launch of Airheads marks a real change for Chupa Chups and we are determined to ensure they make a real fruity blast in the market. A great amount of planning has gone into the launch to ensure that retailers find it as easy as possible to introduce Airheads into their shops, and that customers come in looking for them!”