Werther’s Sugar Free hits centre stage

Werther's Original sweets

Werther’s Sugar Free is launching a £4m national TV campaign this month, targeting shoppers who are looking to lead a healthier lifestyle in the aftermath of the festive season.

Werther’s is currently growing at +25% and Andy Mutton, MD of brand owner Storck is confident the upcoming TV campaign will accelerate this further during 2018. “We’ve had significant success with our most recent TV advertising,” he said.

“Following our 2017 TV campaign, the rate of sale for our Sugar Free Butter Candy increased by a phenomenal 30%, and we’re expecting a similar response to the latest campaign, especially given the timing. January is a recognised detox month when we restore the balance after the indulgent festive season. Combine that with the number of New Year’s resolutions to live a more balanced lifestyle and we believe that sugar free options will be a popular choice for shoppers who still want to treat themselves.”

Werther’s is also being supported with POS, including clip strips, dump bins, walk in FSDU, wholesale strips and bus stops.

The brand’s current 80g bags RSP at £1.37, with flip-top boxes at 88p.