Following its launch of two new mini packs earlier this year, Rowntrees is continuing to drive summer sugar confectionery sales with a £5.6m campaign.

The campaign marks the brand’s biggest investment since the launch of Rowntrees Randoms in 2009 and will promote its full range of Randoms, Fruit Pastilles, Fruit Gums, Jelly Tots and Tooty Frooties.

The activity includes TV, video-on-demand, and advertising on Facebook, Instagram and Twitter during this month and from July until October.

The brand claims the campaign will reach 51million consumers, which is 85% of the UK’s population.

Rowntrees is also changing the format of its hanging bags to a sharing pouch format. The pouches are easy to open and can be resealed. The range also has redesigned packaging.

For a limited time, the Randoms’ sharing pouch has moved from 120g to 150g, while keeping its £1 price-mark. The packs will feature a ‘25% extra’ flash.