Jigsaw pieces, padlocks and diggers are among the new shapes contained within new Rowntree's Randoms sharing bags.
Nestlé will introduce the extension to its high-flying Randoms brand to fixtures from 23 August.
With an rsp of £1.45, the 195g bags are nearly four times bigger than the existing 50g Randoms bags (rsp: 40p), which have clocked up £13m in sales since launching in May last year [IRI 52w/e 19 June 2010].
The bags contain 10 new shapes and will be supported by a £3m ad push that kicked off last week with a TV ad re-run and a sampling campaign via Randoms' Facebook page, which has 250,000 fans.
Nestlé UK trade communications manager Graham Walker described the new format as "a natural move."
"With the majority of Rowntree's Randoms consumers already buying into sugar sharing bags, it will provide a huge profit opportunity," he said.
Nestlé will introduce the extension to its high-flying Randoms brand to fixtures from 23 August.
With an rsp of £1.45, the 195g bags are nearly four times bigger than the existing 50g Randoms bags (rsp: 40p), which have clocked up £13m in sales since launching in May last year [IRI 52w/e 19 June 2010].
The bags contain 10 new shapes and will be supported by a £3m ad push that kicked off last week with a TV ad re-run and a sampling campaign via Randoms' Facebook page, which has 250,000 fans.
Nestlé UK trade communications manager Graham Walker described the new format as "a natural move."
"With the majority of Rowntree's Randoms consumers already buying into sugar sharing bags, it will provide a huge profit opportunity," he said.
No comments yet