Retailer get ready for Candyland

A new consumer-facing masterbrand is set to strengthen shopper appeal for Tangerine Confectionery after consolidating its sugar portfolio. The creation of Candyland supports Tangerine Confectionery’s brand strategy to bring together many small and diverse product groups, with limited stand-alone equity, under one umbrella brand.

Kick-starting this new era for Tangerine Confectionery, Candyland will launch in the Impulse and Wholesale channel with a 2 for £1 range this month.

To amplify the roll-out of Candyland, a digital consumer communications plan including a new website www.candy-land.com, Facebook and Twitter accounts, alongside a complimentary consumer PR campaign will help to drive engagement and interaction with the brand.

The insight gathered following extensive customer research has helped to shape and influence the conception of Candyland, to allow Tangerine to commercially manage its sugar portfolio.

Melissa Wilson, Head of Marketing at Tangerine Confectionery, said: “The launch of Candyland heralds a new era for Tangerine Confectionery with the consolidation of our brand portfolio under one distinct masterbrand. We’ve harnessed the years of confectionery expertise and skill from around the business to develop new innovative products, reinvigorating classic flavours for a modern market, and retaining our popular retro sweets.

“Candyland provides a wealth of opportunities to create new, exciting and innovative products moving forward, extending our portfolio to appeal to kids and adults of all ages, and becoming the one stop shop for all sweets.”

Existing ranges such as Jelly Babies, Jelly Beans, Wine Gums, Liquorice Allsorts and Sour Snakes are now available in miniature size. Sour Space Mix has been developed to offer a new shape and a new recipe, whilst Fizzy Cola Bottles are now available with a liquid filled centre. NPD will follow later in the year.

The Candyland two for £1 range will be available in 70g bags, with RRP of 65p, offering great choice and value for money.

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