Masterfoods to relaunch Tunes

Masterfoods is to revamp its cough sweet brand Tunes as a healthcare brand, moving it away from its confectionery image in a bid to make it more attractive to women.

The new version will have round instead of square sweets and will come in a box rather than stick format. Its flavour varieties – cherry, strawberry and blackcurrant – will remain the same but the price will increase from 43p to 49p. It will be launched during the autumn.

Industry insiders say the relaunch aims to market Tunes as a medicinal brand and that it will sit more comfortably in pharmacies than in convenience stores, where medicated sweets are usually placed on counter displays.

Masterfoods hopes the relaunch will help Tunes win back lost ground from the Halls range, which includes Soothers. Halls, owned by Adams, has the top two selling brands in the medicated confectionery market with Halls Mentholyptus and Soothers. Lockets, which is also owned by Masterfoods, and Tunes are the third and fourth best-selling brands.

Adams, which also owns Fruitella and Bubbaloo, launched a campaign to reposition Soothers as an impulse buy rather than distress purchase last year. Cadbury acquired Adams from Pfizer last December for £2.6bn (MW December 19, 2002).

Latest from Marketing Week

Tesco, M&S, Just Eat: 5 things that mattered this week and why

m&s

M&S chief outlines digital-first strategy after profits plummet Marks & Spencer (M&S) is gearing up for a digital-first future, after its revealed on Wednesday (23 May) that profits had dropped a massive 62.1% to £66.8m compared to the previous year. A day earlier, the struggling retailer confirmed it will close more than 100 stores over […]

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here