UK: Mondelez International merges Maynards and Bassetts brands

Mondelez International, the global FCMG firm, has announced that it is combining its two confectionery brands Maynards and Bassetts into a single entity in order to create a new ‘adult’ brand for the UK market.

The brand fusion incorporates a packaging redesign and affects established product lines such as Wine Gums, Jelly Babies and Liquorice Allsorts. The reworked products will be available in 130g and 160g non price-marked packs and also in 130g price-marked packs, and will be backed by a media and merchandising campaign.

Mondelez International’s Katie Bashford, Joyful Candy senior brand manager, said: “Our research shows that 65% of candy is purchased by adults. We believe this provides a real opportunity, with our brands perfectly placed to inspire purchases by adults. Maynards and Bassetts are strong British brands that are well loved and evoke a sense of nostalgia. They’ve stood the test of time and consumers have told us they would welcome their revival”.

Source: Wholesale News