Sweets and snacks giant Glisten is going head to head with the likes of Cadbury and Nestlé by expanding its Payne’s Poppets and Just Brazils chocolate brands into sharing pouch bags.

The business, which took on the brands last year when parent company Raisio bought Big Bear Group, has unveiled major expansion plans for 2012 that also include new sharing lines under the Fox’s banner.

Both Poppets and Just Brazils will launch in sharing pouches next month. Toffee, mint crème and raisin flavoured Poppets will all be available in 150g bags (rsp: £1.49) as well as 140g hanging bags price-marked at £1 aimed at discounters. Just Brazils, currently sold only in a 180g gift box, will be sold in a 115g pouch (rsp: £1.79).

The extensions would attract new customers, said sales and marketing director Matt Baker. “Payne’s Poppets have always been in a small box, often next to kids’ products on the bottom shelf - but the consumer profile is much wider,” he said.

Glisten is also rolling out products under the Fox’s brand to challenge Storck’s Werther’s Original. The company is launching Traditional Butterscotch in sharing bags, alongside Traditional Dairy Fudge, Traditional Dairy Toffee and Traditional Mint Imperials in sharing formats (rsp: £1.25/175g).

The acquisition of Big Bear Group had boosted production capacity and given the combined confectionery business more clout with buyers, said Baker. He added that Big Bear sales currently stood at £50m and were expected to double within the next five years.

“In the past we haven’t sold into enough areas of the trade - for example, forecourts, service stations and airports,” he said. “These are ideal environments for brands such as Fox’s, so they will be a big focus.”

Raisio completed the capture of Big Bear last Febraury in a deal worth about £82m. Glisten recently moved its full-service banking account to Royal Bank of Scotland’s Leeds-based Corporate & Institutional Banking, providing it with a £5m funding facility to help with ad hoc capital requirements , further product development and expansion.

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