Maynards Bassetts has revealed its first adult chew that features a liquid centre.
Juicy Chews will be available in three flavours – cherry, orange and strawberry – and will appear on TV screens in September as part of an ongoing £4m campaign.
Katie Bashford, Senior Brand Manager at Mondelēz International, said: “The confectionery market is driven by NPD and so we are excited to launch another unique product this year under the Maynards Bassetts super brand.
“Our research shows that adults are the main consumers of chew products, worth £40m each year. With its unique proposition, we believe this launch provides a real opportunity to inspire purchases and help retailers drive incremental sales within this key age range.”