Masterfoods prepares first sweet launch in three years

Masterfoods is understood to be launching its first new sugar
confectionery brand for three years. Chewsers will be launched in the
spring.

The product, which is a range of liquid-filled fruit chews, is thought
to be one of two major launches for th…

starburstMasterfoods is understood to be launching its first new sugar confectionery brand for three years. Chewsers will be launched in the spring.

The product, which is a range of liquid-filled fruit chews, is thought to be one of two major launches for the confectionery company this year. It is also launching a new chocolate product called Mars Planets.

Insiders say that it is hoped that innovation such as liquid-filled products can boost sales of sugar products. An industry insider says the product is "similar to Starburst with a liquid filling".

It is the first new sweet brand launched by Masterfoods since the £2m launch of Aquadrops, at the start of 2004. The functional range is positioned as a "hydrating" adult sweet and aims to offer an alternative to mints (MW November 6, 2003).

In 2004, it extended the Skittles brand into chewing gum to target teenagers and stop it from cannibalising sales of Starburst. At the same time, it invested £3.4m in a revamp of Starburst.

There has been an explosion in liquid-filled sweets over the past year. Chupa Chups Perfetti van Melle is also investing in this area with the launch of liquid-filled Mentos and Fruitella due later this year. Cadbury has also launched a liquid-filled chewing gum under its Trident brand, which was launched in the UK at the end of January.

Last year, Nestlé Rowntree launched Polo Liquid Orbs into the breath freshening market, although it was axed after less than a year due to poor sales.

Latest from Marketing Week

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 3711 or email subscriptions@marketingweek.com

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