Superfruit Jellies joins Maynards Bassetts range
The soft jellies aim to tap into consumer desires for authenticity with higher real fruit content
Mondelez has launched Maynards Bassetts Superfruit Jellies, with RRP of £1.
The soft jellies, available from this month in 130g bags, have 30% less sugar, and will include papaya, pomegranate, blueberry and cranberry fruit-shaped jellies.
The launch will be supported by a marketing campaign across digital and social media platforms, and PoS will also be available to convenience retailers.
Marta Sanso, senior brand manager at Mondelez International, said: “Maynards Bassetts Superfruit Jellies contain real fruit juice and are a source of vitamins, perfectly placed to bring incremental shoppers to the category.”
In July last year, Mondelez introduced a 30% less sugar version of Wine Gums, with approximately 19g less sugar per 100g.
The launch tapped into the ‘less-sugar’ confectionery segment of the wider confectionery category, which was worth £8.7m in 2018 and grew 56% year on year from 2018 to 2019.
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