Chupa Chups has launched a one-metre sour belt, available exclusively in Bestway and Home Bargains for two weeks before rolling out across the wider cash and carry channel from mid-July.
The new product extends one of the brand’s existing sour belt formats into a one-metre-long confectionery line designed to stand out in singles fixtures and drive impulse purchases.
Inspired by a measuring tape, the carton is designed to make the format immediately recognisable and increase shelf visibility in convenience stores.
The launch builds on growth in the brand’s sweets business beyond its core lollipop range. Chupa Chups’ Sweets & Gum portfolio is worth £18.9m, while its extruded jellies segment has grown by 42%.
The 55g product has an RSP of £1.
