Robinsons Classic Fruits aims to attract consumers loyal to the squash brand and hopes give the confectionery sector “a much needed shot in the arm”
The hanging-bag range of boiled sweets will RRP at £1.45 and Robinsons says the premium positioning will increase the company’s cash value.
The total boiled sweets sector was worth £183m in 2009 and accounts for 15% of the confectionery market, according to Mintel.
Tesco will be the first retailer to stock the range in June to coincide with the Wimbledon tennis tournament.
The range comprises: Traditional orange and lemon barley boiled sweets, Classic Fruits hard boiled sweets reflecting the squash range and a Tropical mix of boiled sweets.
Britvic licensed the Robinsons brand to confectionery manufacturer Monty Bojangles.
The Monty Bojangles own-brand range of traditional natural sweets launched in Waitrose in 2009.
Earlier this year, Britvic warned of a “rapid and unprecedented” surge in commodity and raw material costs that will have a negative impact on its 2011 profits.
In Britvic’s last trading update, its first quarter revenue was up 20% to £288.2m on the previous year.