In a copycat move, Nestlé Rowntree is plotting the launch of a new venture that aims to go up against Cadbury Trebor Bassett’s The Natural Confectionery Company. The Swiss company is understood to be launching The Real Confectionery Company later this summer.
The Real Confectionery Company is thought to be a range of sugar products, including jellies, that contain real fruit juice and no artificial colourings or flavours. It is expected to be positioned as a “better for you” alternative to the standard confectionery products although it is not expected to be low in sugar.
The launch mirrors Cadbury’s plans for The Natural Confectionery Company, which is being rolled out from this month. The 18-strong range, which was originally launched in Australia, is a variety of fruit jelly sweets that are free from artificial colours and flavours. Cadbury acquired the brand in 2003.
It is understood that the Real Confectionery range will be one of Nestlé’s most significant confectionery launches of the year. It is expected to receive a major marketing campaign, although it is not clear if it will include TV. Nestlé declined to comment.
Industry insiders are sceptical about the raft of “better for you” products and believe that parents are unlikely to be won over by the sugar products. One source says: “Parents might feel less guilty about giving them to their kids but they are really not better for them.”
Cadbury has appointed brand experience agency Sledge to handle a sampling and experiential campaign to the support the launch of The Natural Confectionery Company, and to engage parents and children through word-of-mouth. A brand campaign, which is expected to include TV, is expected later in the year, created by Fallon.