The UKs largest confectionery distributor, World of Sweets & their sister company Bobbys, have unveiled their latest innovative partnership with Gumi Yum.
Gumi Yum Surprise will be exclusively distributed by World of Sweets & Bobbys into convenience, independents, forecourts and wholesale channels. This exciting new candy innovation is expected to be a huge hit with UK retailers and their customers.
Gumi Yum Surprise offers a perfect combination of a sweet treat and a premium quality novelty toy and is aimed at young sweet-toothed customers and parents looking for fun and affordable confectionery.
The UKs largest confectionery distributor, World of Sweets & their sister company Bobbys, have unveiled their latest innovative partnership with Gumi Yum.
Gumi Yum Surprise will be exclusively distributed by World of Sweets & Bobbys into convenience, independents, forecourts and wholesale channels. This exciting new candy innovation is expected to be a huge hit with UK retailers and their customers.
Gumi Yum Surprise offers a perfect combination of a sweet treat and a premium quality novelty toy and is aimed at young sweet-toothed customers and parents looking for fun and affordable confectionery.
Mouthwatering candy in eight fruit flavoured gummy candy strips can be unwrapped from an egg inner to reveal a surprise toy inside.
The sugar dusted candy is layered in eight flavours - cherry, strawberry, orange, pineapple, lemon, green apple, blue raspberry and grape.
Inside the egg are high quality, collectible toy ranges including wildlife characters and transformers characters.
ZURU, who have created Gumi Yum Surprise, are one of the top five toy manufacturers in the world, known for brands such as XSHOT, Mini Brands, 5 Surprise and Rainbocorns.
The confectionery egg has already launched in the USA, New Zealand, and Australia and with global expansion continuing throughout 2025, with the UK the next market to launch this innovative brand
Gumi Yum Surprise has delivered strong results in existing markets. In the USA it was the number one new confectionery brand in Target USA at launch and in the top two percent of all confectionery SKUs for 2024.
In New Zealand, Gumi Yum gained a 15 per cent market share in the sugar single novelty category and outsold Kinder in 80 per cent of the stores stocking both ranges.
Gumi Yum Surprise has already built an impressive social media following, with around 4.3 million likes on TikTok, delivering viral content and strong consumer demand with novelty sweet fans. In 2024 it had over 250 million impressions on the channel.
“We’re delighted to be the exclusive distributor for key channels in the UK and are excited to see where we can take the brand,” said Director of Sales and Marketing at World of Sweets, Helen Bradshaw.
“There’s already a massive buzz around this product and the brand as a whole. The interaction with customers via social media channels means consumers are eager to try - even if it’s not available in their country.
“This is great news for retailers in the UK who will be able to capitalise on this buzz and offer their customers this product.”
Helen continued: “There’s a huge demand for novelty confectionery and in particular novelty confectionery with toys. Last year this sector outperformed the overall novelty category by three percent in both value and volume year on year.
“We’ll be launching this exciting product to retailers at the National Convenience Show, with the product available to buy in August this year. We know they’ll share our enthusiasm for such a great product and strong brand.”
