Nestlé Confectionery has added two new sharing bags to its Rowntree’s range, Randoms Sours and Squish’ems.
The 140g sharing bags have an RRP of £1.29, and tap into the growing sour sweets market, which is worth £66m, accounting for 9% of the total fruit sugar confectionery category.
The new range also includes new shapes such as a hashtag, unicorn and a flamingo. The green sweets, currently lime-flavoured, will now be apple-flavoured.
A media campaign will also support the launch, spanning outdoor advertising, social media and digital.
Hannah Smithson, assistant brand manager for Rowntree’s said: “We’re also rolling out a major re-brand for Rowntree’s which covers Nestlé’s full range of sugar sweets, including Fruit Pastilles, Fruit Gums and Jelly Tots and Randoms. The re-brand introduces brighter colours and more prominent branding across packs, while the Rowntree’s logo has a modern look.”
In other news, Nestlé is delisting Tooty Frooties.
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