Mondelēz International: Maynards Bassetts Juicies
30 August 2023
In July 2022, ahead of the introduction of new HFSS placement restrictions in retailers, Mondelēz International released reduced sugar, HFSS compliant versions of Maynards Bassetts iconic gummies.
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Introduced across Maynards Bassetts Wine Gums Juicies and Maynards Bassetts Sports Mix Juicies, this range contains 30% less sugar than standard equivalents. Containing fruit juice, natural colours and flavours, the range offered consumers a reformulated confectionary product, all without comprising on taste or texture.
Since launching the product, the Juicies range has achieved great distribution, with Wine Gums Juicies more widely distributed than any other HFSS compliant candy product*. The range has also contributed £3.3m+** worth of retail value sales in the category, accounting for over a fifth of HFSS compliant candy growth in the joyful candy category **.
* Nielsen IQ RMS data 12we 10/06/2023
** Nielsen IQ RMS data 52we 10/06/2023