Confectionery experts at World of Sweets are showcasing their extensive range of American candy ahead of the annual Super Bowl.
The sporting event, taking place on Sunday 12 February, will see the championship game of the 2022 American NFL season being played.
The event is televised around the world – in 2022 there were 112 million viewers globally – and provides retailers with a good excuse to dust down the US flags and stock up on American confectionery for customers to enjoy during the game.
The number of NFL fans in the UK has increased over recent years with around 13 million people now following the sport, with 43% of them being between the ages of 16 and 34 years old.
World of Sweets is the home of American candy with partner brands including Tootsie Roll, Charleston Chew, Junior Mints, Dubble Bubble, Red Vines, Sour Punch, Nerds, Warheads, Pez and Gummi Pop.
Now confectionery experts are encouraging retailers to make the most of this sales opportunity and showcase the US confectionery available to UK customers.
Warheads is a popular choice for sour sweets and worth £2.4m retail sales value in the UK. Among the Warheads range are a variety of kids novelty sweets such as the Super Sour Thumb Dipper available in strawberry, apple and blue raspberry flavours and Warheads Super Sour Twist and Shake in blue raspberry, strawberry and lime.
Other options include Warheads Super Sour Squeeze Me Gel, Warheads Super Sour Gel Trio Wheel, Extreme Sour Hard Candy Tub, Super Sour Double Drops Liquid and Super Sour Spray Candy.
There are a range of theatre boxes including Warheads Chewy Cubes – The #1 best seller for Warheads plus Sour Jelly Beans, Lil Worms and Ooze Chews Theatre Boxes.
Another World of Sweets American partner brand includes the American Licorice Company, best known for Red Vines and Sour Punch brands.
Among the Sour Punch favourites to stock ahead of the Super Bowl are the Sour Punch Straws, Sour Punch Bites range including Strawberry, Green Apple and Blue Raspberry, Rad Reds and Tropical Blends as well as the Mini Bites Assorted Flavours.
Born in the 1950’s, Red Vines has rich American heritage and is the #2 top selling liquorice brand in the USA.
The iconic American candy Tootsie Roll, a classic chocolate flavour chewable candy is perfect for enjoying during the Super Bowl. Globally retail sales value for Tootsie Roll Industries is $750 million and in the UK £1.5 million.
Retailers should consider stocking the Tootsie Share Bag and Mini Bites Theatre Box. Tootsie is also home to the iconic gum brand Dubble Bubble which was founded in 1928. It’s the #1 best selling sugar bubblegum brand in the US.
Other popular American candy brands within Tootsie Roll Industries include Charleston Chew and its flavoured nougat wrapped in chocolate, Junior Mints which are mints in a dark chocolate coating, Tootsie Fruit Chews and Dots which are America’s number one selling gumdrop.
Nerds Candy, worth over $300 million globally in retail sales value and is another well known brand from across the pond. It’s popular with the teenage and young adult audience. Rainbow Nerds Theatre Box, Nerds Watermelon & Cherry and Nerds Grape & Strawberry are all worth stocking for Super Bowl sales.
American candy giant Pez sold over four million units year to date (Dec 2022) in the UK and is worth over £6.2 million in retail sales value.
Pez dispensers are popular with consumers thanks to their collectability and the licenced dispensers launched to coincide with major movie releases. Among the favourites are Nintendo, Marvel and Sonic.
Pez is big on sustainability with all cardboard boxes made from 99% recycled material, the blister cards 86% waste paper and blister caps 80% recycled material.
Sweet Bandit is an exciting range, enjoying 211% growth in sales year on year in the UK. These kids novelty sweets offer affordability and great value for money.
Among the range are Crunchy Crystals, Sneaky Bubbledust, Ooze Tube, Mad Science Mini Chews, Crawly Crew and new Galaxy Gum Tape.
Partner Brand Manager at World of Sweets, Chris Smith said: “The Super Bowl is a big deal globally and one that retailers need to factor in when they’re planning and purchasing confectionery for early 2023.
“It’s a good opportunity to showcase the US confectionery available to UK customers and introduce brands that are still relatively new to home customers.
“We work exclusively with many US brands and we’re seeing massive growth in the popularity of them. For retailers to stay one step ahead of their competition, stocking a good range of American candy could help them attract new customers.”
World of Sweets is the UK’s largest confectionery distributor, importer, and wholesaler, supplying thousands of customers across all retail channels.
Offering a world of distribution solutions from e-commerce sites serving 55,000 customers per week to Hancocks wholesale stores with over 22,000 customers, field sales and a direct to store team covering 36,000 independent customers and a national accounts team covering all UK retail channels.
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