Mondelez relaunches ‘Maynards Bassetts’ as one brand in adult candy push

Mondelez is relaunching Maynards Bassetts as one brand as part of an ongoing partnership in a bid to fight declining sales across the adult candy market while increasing its market share.

The entire adult candy range will come under the Maynards Bassetts branding, and will see a packaging redesign and launch of Bertie’s Jelly Mix to cement the relationship.

According to figures supplied by Mondelez, the new brand will be worth £127.9m and have a 18.4% share of the market. Katie Bashford, senior brand manager for Joyful Candy at Mondelez, told Marketing Week the majority of the £1.1bn candy market is driven by adults who buy products for themselves. While Nielsen data shows the overall market grew 1.4% year on year in December 2015, the adult candy sector is in decline.

She explained: “While Mondelez is the biggest player, shoppers are buying less and are doing so less frequently. With that in mind, we’re relaunching Maynards Bassetts as one brand to reinvigorate the adult candy market and drive the category. There is a definite potential for growth.”

The new range will be in shops from February onwards as part of a soft launch, with a £4 million above the line campaign planned for April. The campaign, which is created in partnership with Wieden+Kennedy, will be rolled out across TV, in store, digital and social.

While the creative is still being kept under wraps, Bashford said the brand is keen to make “quirky Britishness” central to the creative. The British public should also expect more product innovations in the future.

She concluded: “What I can tell you for definite is that we’re not focusing on the master brand – the campaign will be very product-led. We’re very much focusing on forgotten favourites like wine gums and jelly babies.

“This partnership is ongoing. We’re working on an innovation pipeline as far out as 2019. So the business is committed to getting behind these brands. This is just the start.”



There are 7 comments at the moment, we would love to hear your opinion too.

  1. Tim C 13 Feb 2016

    typical of Kraft to do another hostile take over of another two well known UK confectionery companies.

  2. Martyn Humphries 28 Jun 2016

    Was not expecting what I got last night when I opened my wine gums, this article goes part way to explain that wine gums are now adult candy!!!
    The first and largest wine gum I pulled from the packet was in the shape of a penis and b…ocks!
    Shocked was an understatement as my 9 year son was sat next to me and even he said “So wrong in so many ways”.
    I will have to find somewhere to post the image and obviously complain to Bassetts.

  3. geoffrey kay 10 Jul 2016

    where on earth have murray mints gone. cant find them anywhere. has production stopped

  4. Judith Drummond 15 Nov 2016

    What on earth have they done to our much loved liquorice all sorts? They are awful.! Squashed, misshapen and over sweet. Is this another takeover of a quality product in the UK by a rubbish American conglomerate. Cadbury’s superb quality has gone forever and I don’t buy ANY Cadbury product anymore. Furthermore, this large bag of liquorice allsorts has been consigned to the bin (trash) Aldi’s own brand for me from now on. What a shame but not surprised. My advice is….don’t upset your customers!

  5. Craig 6 Jan 2017

    Jelly babies awful no taste like chewing gum

  6. We received a box of Liquorice Allsorts at Christmas. Haven’t bought any for a while now and we were shocked at just how awful they were. Very sweet, smaller then they used to be and a different texture. We actually checked the use by date as we thought they might have been out of date. Very disappointing and nothing like they used to be. We shall certainly not be buying them again as well as the Quality Street which are now over sweet.

  7. linda 9 Feb 2017

    Bought some Bassett sports mix yesterday which are hard sweets found a green jelly baby with teeth marks in put me off eating them will be complaining too Bassett not nice at all not happy at all

Leave a comment