Maynards Bassetts is looking to lure a younger audience with new Super Fruit Jellies.
The NPD would “tap desires for authenticity, higher real fruit content and added benefits”, said Maynards Bassetts owner Mondelez.
Each pack contains a mixture of four flavours - papaya, pomegranate, blueberry and cranberry - in “super fruit” shapes.
The sweets are made with 30% fruit juice and six sweets offer 15% of the recommended daily intake of vitamins C & E, Mondelez claimed.
They contain gelatin, which the brand had cut from its previous launch, Fizzy Fish.
Mondelez had tried to make the sweets without the ingredient, said trade communications manager Susan Nash, but the gelatin-free version had not tested as well with shoppers.
The sweets will launch into the mults later this month (rsp: £1/130g).
The launch will be supported by an “extensive” marketing campaign, including out of home, digital and social media.
It comes as sales of Maynards Bassetts sweets have fallen in the supermarkets: the brand’s value sales dropped 3.2% last year to £144.8m [Nielsen 52 w/e 7 September 2019].
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