ADULT candy brand Maynards Bassetts has launched an extension of its wine gums range with Wine Gums Tangy.
This is the third innovation since Maynards and Bassetts joined forces in 2016 and is the brand’s first sour adult candy. Following this launch, the Maynards Bassetts Wine Gums brand will return to the small screen in May with a TV campaign to air for six weeks as a part of a £6m marketing programme in 2017.
Senior brand manager Katie Bashford said: “Although 74% of adults are open to sour sweets our research shows that only 26% currently buy into the £22m sour segment.
“This shows a great opportunity to grow the candy category further.
“We believe that Maynards Bassetts Wine Gums Tangy will inspire purchases.
“The TV campaign will showcase the new sour flavours in a fun tasty intermission.”
Wine Gums Tangy will be available in both 165g £1 PMP and non PMP format.