Sugar rush

The original Wham offering is a raspberry flavour chew bar with sugar crystals

Sugar confectionery brands have been faring very well over the past year with many reporting growth. With the right merchandising, you can direct more traffic to these products.

Brand Central

12 May 2010

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At a glance: Sugar confectionery

Rowntree is the leading brand within the sugar impulse Confectionery market, with a share of 15.4%. (Source: Nielsen, Market Track, 8 w/e 21 Feb 2010).
Over the past year Haribo showed growth in volume share to 26 per cent of the market. (AC Neilson, gums and jellies, 52 w/e 20 March 2010)
Haribo’s sister brand, Maoam, also reported a positive performance during 2009
The Wham chew bar range has expanded to include Sour Cherry, Sour Apple, Strawberry, Cola, Wham Xtrm and Highland Toffee.
This month see’s the launch of the new, bigger Wham chews which are moving from a 19g bar to a 25g bar bringing the suggested RRP from 20 cent to 25 cent.
Chewits are introducing a brand new flavour, after a social media campaign found that Cola was the number one flavour the public wanted to see in shops
Silvermints holds a 12% value share in the mints market (Source: AC Nielsen, MAT 21st Feb 2010).
Scots Clan is available in a 160g cello bag, a 350g share size box and a seasonal 1kg tin.
Double Centre is available in a 150g cello bag packet, a 310g share size box and a seasonal 1kg tin
Emerald, Oatfield’s leading brand is the number one Irish Chocolate Caramel.Bigger and Better Wham chews

Originally introduced in the early 1980s, Wham has become an iconic brand in its category over the last 25 years and is a popular brand for children and young adults due to the low price and ‘cult’ value.

The original Wham offering is a raspberry flavour chew bar with sugar crystals, which give the bar it’s legendary ‘tongue tingling’ effect. The Wham chew bar range has expanded over the years to include Sour Cherry, Sour Apple, Strawberry, Cola, Wham Xtrm and Highland Toffee.

This month see’s the launch of the new, bigger Wham chews which are moving from a 19g bar to a 25g bar bringing the suggested RRP from 20 cent to 25 cent.

The extensive Wham range also includes a number of other confectionary products including a liquorice pack range, Mini bags, Sour Tinglers, Sherbet Lollipops, Popping Candy and Fruity Straws. There are now 18 different Wham products available to the Irish Market.

Wham is distributed in Ireland exclusively by the Gleeson Group. A full product list can be requested at 01 6269787. For further information see www.gleesongroup.ie.

Rowntree leads the way

Rowntree is the leading brand within the sugar impulse confectionery market, with a market share of 15.4%. (Source: Nielsen, Market Track, 8 w/e 21 Feb 2010). The Rowntree’s brand has shown strong growth in the last year as a result of innovative NPD and strong promotional activity.

This summer, Rowntree’s is offering Irish consumers the opportunity to win one of 50 family adventure holidays. The promotion will feature in store during June and July and run on air across the popular 2FM Colm and Jim Jim Breakfast Show. The promotion will be supported by an extensive national campaign including TV, outdoor advertising, commuter t-sides and a targeted online campaign. In addition to this, Rowntree’s continues its summer “Get Set Go Free!” programme, which offers families the chance to avail of free sports sessions across a range of children’s activities such as swimming, tennis, and dance in return for three wrappers from promotional packs of Fruit Pastilles. Find out more at www.getsetgofree.ie

Facebook campaign leads to new cola flavour Chewit

The people have spoken! Chewits are introducing a brand new flavour, after a social media campaign found that Cola was the number one flavour the public wanted to see in shops.

Gillian Barry, marketing manager for Chewits in Ireland says: “The introduction of Cola flavour Chewits shows the real power of social media in action. It demonstrates how consumers can use the internet to influence their favourite brands. We’re trusting what customers want and this product is the result of a dedicated fan base. We’re really excited about the launch”.

Chewits asked its online customer fanbase, including almost 15,000 Facebook fans, which flavour they most wanted and Cola flavour Chewits are due to be hitting supermarket shelves from May. The move comes after a successful online campaign by fans to bring back the ice cream flavour last year.

Zed After a successful sponsorship last year of Samba Soccer and launch of the Ice-Cream flavour, Chewits have enjoyed a particularly strong performance in Ireland with Nielsen showing a growth of +10% in the market. However, it is the core range of Strawberry, Blackcurrant, Fruit Salad and Extreme Sour Apple and Tutti Frutti where the main growth continues to come from.

Gillian adds: “It’s a joy to be involved in a brand that is so well loved and is associated with people’s happy childhoods-but especially one that is continuing to show such good growth in a tough market!”

World Cup opportunity!

Zed Candy has introduced a sure winner right in time for the World Cup with Soccer Mania. Launching this month, Soccer Mania is a plastic football novelty item containing a whistle. The very successful Super Sucker-a soother shaped hard candy is filled with gum and a powdered centre with an additional sour powder sachet. Zed Candy has introduced a reengineered range this year offering bigger gum pieces, better flavour and even brighter packaging across its Jawbreakers, Zappers, Golf and Rainblo lines, and the move has resulted in bigger sales too!

Silvermints was first introduced in the 1920s

The minty classic

Silvermints, the classic ‘melt in the mouth’ mint, is one of Ireland’s best loved confectionery brands. Silvermints was first introduced in the 1920s and the product continues to maintain a loyal following to this day. The mint is best known for its great taste and crumbling texture that make it a hit with both young and old alike.

Silvermints holds a 12% value share in the mints market (Source: AC Nielsen, MAT 21st Feb 2010). The brand continues to maintain its strong position in the Irish mints market with the launch of innovative products in recent years.

Silvermints are available in a foil packed tube which continues to be a firm favourite. In 2005, Silvermints extended its range with the successful launch of Mini Silvermints Tins targeting a younger audience. These are available in Standard and Extra Strong formats. Mini Silvermints are in an eye-catching compact tin with a resealable flip top lid, making it ideal for slipping into a pocket or handbag. The latest addition to the range was the introduction in 2008 of Silvermint Softies, a unique fresh mint with a crunchy outer that allows you to chew, chew, chew!

Double Centre, the classic Irish assortment dates back to 1938 and includes a unique selection of milk and plain chocolates and toffees. Choose from a range of ten varieties of sweets. Double Centre is available in a 150g cello bag packet, a 310g share size box and a seasonal 1kg tin.

Scots Clan is a classic selection of chewy caramel chocolate sweets. The unique combination of smooth caramel and plain chocolate is an irresistible combination, making this a hit with both young and old. The brand underwent a revamp in 2007 and was given a more contemporary look. Scots Clan is available in a popular 160g cello bag, a 350g share size box and a seasonal 1kg tin.

Confectionery market shows sweet success

Despite turbulent trading conditions across all markets in recent months, confectionery has booked the trend and in some cases returned sweet results. Haribo, the popular gums and jellies brand has continued to report positive growth, now claiming a growth in volume share to 26% of the market. (AC Neilson, gums and jellies, 52 w/e 20 March 2010)

With a range of family favourites on offer including its top three selling lines; Starmix, Tangfastics and Kiddies Supermix, it could have been expected that the brand would watch the market and maintain sales, limiting any risk in what was for most a very difficult year for trading.

However Haribo chose to drive sales and brand awareness with the introduction of many more new products last year. In fact 2009 saw more new product development from Haribo than ever before. The brand focused on texture, coatings and its first ever three in one treat, Fruity Frutti, combining jelly, foam and a liquid filling.

Emerald Haribo’s sister brand, Maoam, also reported a positive performance during 2009. It has now launched Maoam Giant Stripes, a larger version of its best selling Maoam Stripe chew. With real fruit juice, the new strawberry flavoured treat benefits from the chew consistency known and loved by fans of the brand.

Times of year and new social trends, such as big nights in, have always worked well for Haribo and this year will be no exception. The brand will launch a limited edition Football Mix in support of the World Cup 2010.

Also maximising audience reach Haribo has launched its first bagged vegetarian product, Funny Mix. With clearly labelled bags, making it easier to distinguish between products that are and aren’t suitable for vegetarians, the brand has responded to increased consumer requests for a gelatine free treat.

Emerald- the Irish for caramel

Following on from a major brand re-design and re-launch in 2009, Oatfield Confectionery announced its latest new product launch this week; The Emerald count-line. Emerald, Oatfield’s leading brand is the number one Irish chocolate caramel. Traditionally sold in a share bag size, finally this iconic brand will now be available as an impulse purchase. Containing only 91 calories per pack, the new count-line offers your favourite Emerald sweet as a single eat. The Emerald brand, which enjoyed its TV advertising debut late in 2009, has seen double-digit growth since its re-launch last summer. The Emerald count-line is available in a handy self-merchandising hooked display outer, counter top units and floor displays.

Contact your Tennant & Ruttle rep for more details on 01 6231610.

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