More fish in the sea for natural sweets

20 August, 2010

Cadbury has added Ocean Minis to its range of Natural Confectionery Co bagged sweets, with a £2 million marketing campaign to support the brand.

Available in individual 29g packs with an rrp of 25p, Ocean Minis is the company’s first foray into the impulse sweets market. Other products in the range are in sharing bags for grocery.

Ocean Minis features a range of marine-life shaped jelly sweets which, like the rest of the company’s products, claim to be free from artificial colours and flavours. Each pack contains fewer than 100 calories. The marketing campaign will combine digital, outdoor and TV advertising and develop the characters from previous NCC campaigns.

Susan Nash, trade communications manager at Cadbury UK, said the NCC’s first impulse SKU would appeal to parents seeking to give their children a treat. “With the range already worth £12.5 million in value sales, and growing at 26.7% year on year, we anticipate demand will be high,” she said.

The NCC range comprises eight varieties available in 180g and 200g bags with an rrp of £1.49. Products include Jelly Snakes, Dino Mix and Surfs Up.

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