Confectionery companies join forces
Maynards and Bassets will be joining forces to reinvigorate adult candy this February, with a new brand to lead and inspire the category.
The entire range will come under the Maynards Bassetts branding, with a total packaging redesign and the launch of the new Bertie’s Jelly Mix to cement the new relationship. The new brand aims to reawaken adults’ desire for candy products whilst keeping the iconic characters of each individual product, while boosting the range through the strength of the Maynards and Bassetts brands. The launch will be supported by a £4 million campaign.
Katie Bashford, senior brand manager for Joyful Candy at Mondelēz International, says, “Our research shows that 65% of candy is purchased by adults. We believe this provides a real opportunity, with our brands perfectly placed to inspire purchases by adults.
“Maynards and Bassetts are strong British brands that are well loved and evoke a sense of nostalgia. They’ve stood the test of time and consumers have told us they would welcome their revival.
“Maynards Bassetts will be the number one adult candy brand, worth a huge £127.9 million, and, together, will be in an extremely strong position to evolve as a brand and drive category growth.”
