Maynards Bassetts, The Natural Confectionery Co., add HFSS-compliant range: ‘Juicies’

Heritage consumer favourites in sugar confectionery, Maynards Bassetts and The Natural Confectionery Co., are tapping into the trend towards authentic ingredients this summer with the launch of an exciting new HFSS-compliant range: ‘Juicies’.

The new range will be comprised of Maynards Bassetts Wine Gums Juicies, Maynards Bassetts Sports Mix Juicies and The Natural Confectionery Co. Juicy Snakes, each of which includes real fruit juice and 30 per cent less sugar than the standard equivalents. The range is set to appeal to consumers looking for more natural ways to enjoy their sweets.

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The Juicies range is available from August in 130g bags and gives a twist to the much-loved portfolio, offering shoppers more choice. The new launches contain fruit juice, natural colours and flavours which do not compromise on taste, a key selling point for consumers. The new Juicies bags will be HFSS-compliant, meaning they won’t be subject to restrictions coming into place in October and retailers can site the products anywhere in store.

“Candy consumers are still looking for the best-tasting products which are also fun, made for sharing and made with trusted, authentic ingredients," said Anna Ulrich, Brand Manager for Joyful Candy at Mondelēz International. "For this reason the addition of real fruit juice to this great-tasting range is certainly set to capture shoppers’ attention from the fixture. Joyful Candy is a strong area of growth within the category – and is currently worth an incredible £1BN in sales. The category also has 86 per cent household penetration so it’s crucially important for retailers to include different options within their range to offer choice for all.

“Wine Gums Juicies, Sports Mix Juicies and The Natural Confectionery Co. Juicy Snakes will tap into these key trends and will deliver exactly what those consumers are looking for – fun products with natural, trusted ingredients. The core range of each of these brands will still be available, offering more choice than ever through our expanded portfolio in a soon to be HFSS-restricted world”.

She revealed that the new sweets performed brilliantly in consumer testing, with 77 per cent of those surveyed expecting Juicies to excel on taste, and more than two-thirds of testers – 71 per cent – saying they would go on to buy the new range. As the second biggest branded sugar confectionery range on the market, Maynards Bassetts is ideally placed to tap into the authenticity and naturalness trend with this new range. What’s more, The Natural Confectionery Co. range is growing by more than 44 per cent year-on-year – proving just how popular the brand is with UK consumers.

To make the most of the new launch, retailers should site the range together to drive visibility, use callouts on pack to highlight innovation and support with high-visibility feature in store.

Product information

Product name: Maynards Bassetts Wine Gums Juicies

ATO: August 2022

Product Weight: 130g

RRP*: £1

Case size: 12 CA

Product name: Maynards Bassets Sports Mix Juicies

ATO: August 2022

Product Weight: 130g

RRP*: £1

Case size: 12 CA

Product name: The Natural Confectionery Co. Juicy Snakes

ATO: August 2022

Product Weight: 130g

RRP*: £1

Case size: 12 CA

* Prices are recommended only. Retailers are free to set their own prices.