Iconic brand with 30% less sugar: New Maynards Bassetts wine gums

Maynards Bassetts, one of the UK’s favourite confectionery brands since 1842, has developed the iconic Wine Gums recipe to offer a new 30% Less Sugar variant. The new great-tasting less-sugar Maynards Bassetts Wine Gums – just like the rest of the core range – are made with natural colours.

By displaying the new Wine Gums alongside the core packs, you can enhance your current confectionery range by satisfying shoppers’ demand for less-sugar sweets. With approximately 19g less sugar per 100g, the new recipe allows your shoppers to enjoy a less-sugar treat from the classic Wine Gums brand.

The less-sugar candy market was worth a significant £8.7M1 in 2018 and is growing 56%1 year-on-year. Furthermore, over a third2 of consumers are actively cutting down their sugar consumption, making reducing sugar one of the biggest priorities for your shoppers2. As the UK’s number 2 sweets brand3, Maynards Bassetts Wine Gums are perfectly positioned to help you tap into this growing consumer demand.

The product will hit shelves from July 2019. Point of sale materials are available to help disrupt your shoppers and drive sales of the new launch.

What does this mean to the independent retailer?

  • Offer shoppers a delicious less-sugar option from the market’s number #2 sweets brand3
  • Expand your confectionery offering by tapping into consumer trend for less-sugar confectionery
  • Drive awareness through clearly labelled SRPs and POS materials
1Nielsen Insight Studio 52 w/e 09.01.19
2ShopperVista, April 2018. Base: 1,041 main supermarket/hypermarket shoppers
3Nielsen Insight Studio 52 w/e 18.01.19