Mondelez is aiming to double the size of its Halls brand in the UK over the next five years.

The company has unveiled NPD and plans for a £2.5m push as it looks to take UK sales of Halls - the world’s largest sugar confectionery brand [Euromonitor] - from £33m [Nielsen 52w/e 26 January 2013] to £60m.

Best known as a cough or cold product in the UK and in the northern hemisphere, Halls is positioned as a sweet eaten for refreshment in markets such as South America and Thailand.

Mondelez is tapping into this positioning with the launch of Halls XS - small, spherical, sugar-free sweets that come in peppermint and lemon variants in sliding, contemporary-styled boxes (rsp: 75p). Originally launched in Argentina and Brazil, XS will roll out to UK retailers this month, supported with activity such as TV and outdoor ads.

“Halls XS brings a new dimension to the portfolio, and we’re delighted with the response in consumer testing,” said senior brand manager Jon Holden.

The launch follows activity last year to extend sales of Halls beyond the traditional cold and flu season, including the £1.3m ‘Breathe Deep. Stay Cool’ campaign and the roll-out of a citrus flavour.

Halls’ heritage in coughs and colds put the XS lines in a strong position, said Claire Nuttall, founder of branding agency Thrive. “Vapour action and aroma is a powerful way to reinvigorate and refresh a mind state, and I think the Halls brand has the credibility to deliver the right level of invigoration.”

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