Tangerine Confectionery, the manufacturer of British retro-favourites Wham, Refreshers and Fruit Salad has reinvented its confectionery classics into soft gum formats with the launch of its Softies range.
Available under the Candyland brand, Softies are available in three flavour variants and two pack sizes. The range is set to grow incremental sales of iconic chew products Wham, Refreshers and Fruit Salad, rejuvenate the market and drive category growth.
Candyland Fruit Salad Softies (160g, MRP £1.49 and 120g, £1) feature the classic Fruit Salad raspberry and pineapple recipe along with apple and blackcurrant flavour foam sweets.
Candyland Wham Softies (160g, MRP £1.49 and 120g, £1) includes sugar-coated, chewy sweets in a selection of flavours including fizzing cola, strawberry and the tongue-tingling, original 80s Wham tang.
Finally Candyland Refreshers Softies (160g, MRP £1.49 and 120g, £1), are soft, fruity-flavoured sweets with the fizzy coating consumers expect from a traditional Refreshers product.
Speaking about this new range, Gillian Clarke, senior brand manager at Tangerine Confectionery, said: “Softies is our most significant piece of NPD in recent years tapping into the strong and positive associations sweet lovers have with our heritage brands. Wham, Refreshers and Fruit Salad are childhood favourites loved by everyone and we’ve been excited to give them the Softies treatment.
“We are capitalising on consumer demand and the trend for gums, which is the second largest sector of the market. The soft gums sector is currently worth £17.2m* and has experienced a growth of 1.7 per cent year on year.”
“We’ve worked hard to ensure that these new formats don’t compromise on the unique taste experiences the classic Wham, Fruit Salad and Refreshers products offer. The new Candyland Softies range features the sour tang, fruity fizz and juicy flavours that are loved by sweet fans of every age.”
The Candyland Softies range features retro-inspired, bold packaging to give shelf appeal and feature a window to tempt consumers to try. They will be available from mid-June 2015. For stockist details or enquiries call 01977 692500.
*52 weeks to 25th April, value sales, Nielsen total coverage