Nestlé UK is gearing up for the launch of Rowntree Randoms, which is set to be the company’s major new sugar confectionery event for 2009.
The foam and gum sweets, containing real fruit juice, come in a variety of colours and flavours. To support the name, it will use the positioning that “no two bags are the same”. It will be launched in the first half of the year.
Industry insiders say that Randoms will be positioned directly against sugar confectionery brand Haribo. It will receive a heavy marketing support campaign, although it is not clear if this will include TV. One insider says: “It is the big event for Nestlé this year, as there will be less focus on chocolate launches.”
The Rowntree core range includes Fruit Pastilles, Fruit Gums, Jelly Tots and Tootie Frooties. Last year, it launched Juice Jellies under the brand.
Meanwhile, Nestlé is also launching a KitKat Chunky Caramel to replace the peanut butter variant, which is now being withdrawn.
The variant was launched two years ago, but one source says that it has “run its course”, despite strong sales after its launch.
In the past, Nestlé launched a series of variants under the KitKat brand, including fruit flavours under the KitKat Editions sub-brand (MW June 17, 2004). But it was forced to whittle back the product range to its core four-finger and Chunky variant, following disappointing sales. A bite-size range, KitKat Kubes, also failed to have an impact on consumers.