Mondelez brings small sharing opportunities with new Maynards Bassetts range

Mondelez International superbrand Maynards Bassetts includes a new range of small bags, aimed at recruiting younger consumers to the category.

Available in 70g non price-marked packs (rsp 60p) and 50p PMPs, there are five varieties, each with different flavours and shapes – Beaming Beasts Jellies (fruit-flavoured animals), Cheery Slices Gummies (watermelon slices), Silly Snakes Jellies, Chuckle Drops Gummies (sour gummies) and Straw’Merries Jellies. Creative ‘smile’ graphics are designed to attract young consumers to the packs.

“Small bags is a growing category and soft jelly leads candy with a 51.3% share, making it a great opportunity for retailers,” says Claire Molyneux, marketing manager for candy at Mondelez.

Looking ahead, next year’s seasonal activity is already underway from the supplier, which has unveiled Easter plans, including a promotion exclusive to the convenience channel. Following on from the success of the ‘Gooless Egg’ campaign comes ‘Hunt Down the White Crème Egg’, in which consumers finding a white chocolate Crème Egg can win up to £1,000, with retailers also given the chance to win.

In 2017, a total of 83.4 million Cadbury Crème Eggs were sold and the Cadbury Crème Egg Hunting campaign returns next year.