Mondelez International is aiming to bring more adults to the sugar confectionery category by joining its Maynards and Bassetts brands.

Available in 130g and 160g packs, Maynards Bassetts products can be stocked by convenience retailers from February. There are also £1 price-marked packs available for its 130g bags.

The new range, which includes Wine Gums, Jelly Babies and Liquorice Allsorts, now has revamped packaging.

In addition, the brand is also launching Bertie’s Jelly Mix to promote its British heritage. It will be available to stock from February and is the first in a series of new products planned for this year.

Maynards Bassetts will be backed by a £4m campaign, which includes TV advertising from April, as well as PR and in-store activity.

Susan Nash, trade communications manager for Mondelez International, said: “This is great news for retailers because this brand is now going to get more investment. In terms of merchandising, it can now all go together. When you group products into subcategories it makes the fixture easier to shop.”

To find out more about how to make the most of sharing confectionery sales, see the Retail Express feature here.