New Wine Gums launch taps into growing less-sugar market

Maynards Bassetts Wine Gums 30% Less Sugar

Maynards Bassetts has developed a 30% Less Sugar variant for its Wine Gums range.

Made with natural colours, the snappily-titled new Maynards Bassetts Wine Gums 30% Less Sugar is available from this month in cases of 12 x 130g packs with an RSP of £1.32.

Point of sale materials are available to retailers to help drive sales of the new launch.

Mondelez advised retailers to merchandise the new product alongside core packs, to satisfy the growing demand for less-sugar sweets – the less-sugar confectionery market was worth £8.7m in 2018 and is growing 56% year-on-year.

Anna Ulrich, Brand Manager for Joyful Candy at Mondelez, said: “Wine Gums are such a popular sweet with consumers already, so our new less-sugar launch is set to shake up sales for retailers even further. We know shoppers are going to love the new variant – in fact our consumer testing showed an impressive 84% purchase intent!”

For further enquiries, retailers can telephone Mondelez on 0870 600 0699, email or visit