The long, flat, rolled-up strips of fruit-based confectionery were aimed squarely at six to 12-year-olds and were backed by a £6m launchpad including TV and magazine ads. The backing paper featured comic strip cartoons starring brand characters the Chewcat Gang, who represented the three flavours Orange Blabber, Strawberry Sorbabe and Blackcurrant Booster.
Sales
According to Information Resources, Winders' sales in multiple grocers reached £13m for the year ending January 27, 2002. It values the total sugar confectionery market at £1.08bn for the same period.
The company says
"Real Fruit Winders has been a massive success and is our fastest-selling convenience brand ever from launch. In less than a year we have sold more than 100 million rolls. The brand is worth close to £20m at retail and has proved to be the success story we anticipated. It launched a whole new category within children's snacking and indeed, during 2001, Real Fruit Winders enjoyed a 20% share of voice within the highly competitive children's snacking market.
"In 2002 we are set to scale even greater heights, with media support exceeding £3m including new television ads, and a major on-pack promotion scheduled for summer."
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