Maynards and Bassetts will be integrated into a single brand from February in a move which Mondelēz hopes will “reinvigorate” adult sugar confectionery.
The entire range will come under the Maynards Bassetts branding, with a total packaging redesign and the launch of Bertie’s Jelly Mix to cement the new relationship.
Available in 130g and 160g non-pricemarked and 130g pricemarked packs, the new Bertie’s Jelly Mix “celebrates the fun and Britishness” of the two brands. It features an assortment of jelly sweets in fruity flavours and shapes including bow ties, cups and saucers and Berties. The launch will be supported by a £4m campaign, including TV, PR, digital and in-store activity.
Katie Bashford, Senior Brand Manager at Mondelēz International, said: “Our research shows that 65% of sugar confectionery is purchased by adults. We believe this provides a real opportunity, with our brands perfectly placed to inspire purchases by adults.
“Maynards and Bassetts are strong British brands that are well loved and evoke a sense of nostalgia. They’ve stood the test of time and consumers have told us they would welcome their revival.
“Maynards Bassetts will be the number one adult sugar confectionery brand, worth a huge £127.9m, and, together, will be in an extremely strong position to evolve as a brand and drive category growth.”
In addition to the NPD, the portfolio of classic British favourites includes Wine Gums – the UK’s number one selling sugar bag – Jelly Babies and Liquorice Allsorts, all containing natural colours.