Sweets go soft

Refreshers, Fruit Salad and Wham Softies sweets

Retro sweets manufacturer Tangerine Confectionery has reinvented its products into soft gum formats with the launch of its Softies range.

Available under the Candyland brand, Softies are available in three flavour variants and two pack sizes (160g, rrp £1.49 and 120g, rrp £1.00). Tangerine hopes the range will grow incremental sales of chew products Wham, Refreshers and Fruit Salad, rejuvenate the market and drive category growth.

Fruit Salad Softies features the standard Fruit Salad raspberry and pineapple recipe along with apple and blackcurrant flavour foam sweets.

Wham Softies includes sugar-coated, chewy sweets in a selection of flavours including fizzing cola, strawberry and the original 80s Wham tang.

Finally, Refreshers Softies are soft, fruity-flavoured sweets with the fizzy coating associated with a traditional Refreshers product.

Speaking about this new range, Gillian Clarke, Senior Brand Manager at Tangerine Confectionery, said: “Softies is our most significant piece of NPD in recent years tapping into the strong and positive associations sweet lovers have with our heritage brands. Wham, Refreshers and Fruit Salad are childhood favourites loved by everyone and we’ve been excited to give them the Softies treatment.”

Clarke concluded: “We are capitalising on consumer demand and the trend for gums, which is the second largest sector of the market. The soft gums sector is currently worth £17.2m and has experienced a growth of 1.7% year on year.”

The range features retro-inspired, bold packaging which aims to give shelf appeal and tempt consumers. Softies will be available from mid-June 2015.