Tangerine Confectionery, the creator of a wide range of muchloved retro confectionery, is bringing the Softies range back to screens this autumn as part of a £1m investment in its branded sugar portfolio, demonstrating the business’ ongoing commitment to driving category growth.

The TV advertising campaign places a spotlight on the new Fruit Salad Sour Softies and showcases the revitalised branding on both Fruit Salad and Refreshers Softies, soft and chewy twists on retro favourites.

From the 1st of October consumers can see the adverts appearing on channels including Sky 1, ITV 2, Dave, E4, Comedy Central and Drama, and in between primetime programmes such as Coronation Street, The Big Bang Theory, CSI:New York and Celebrity Juice.

The series of adverts are expected to be seen by 4million people per screening, with 15 million advert impressions over the four week period.

This significant advertising investment follows the extension of the Softies flavour range in May 2017, which saw the new Fruit Salad Sours introduced, tapping into the sour flavour trend. Consumers are looking for confectionery to surprise and delight which has manifested in the rise of extreme flavour experiences, such as indulgent, exotic and sour. In Tangerine’s recent research, it was identified that sour sweets are incredibly well placed to become part of consumers’ regular repertoires, performing better than a wide range of the most popular sweet types, including fruit pastilles and jelly babies.

The soft gum sector is also now worth approximately £266m and demonstrating a 1.9% growth rate year on year.

Russell Tanner, Marketing and Category Director at Tangerine Confectionery, commented: “Confectionery is uniquely placed to cater for all the family, and even sweets typically associated with childhood still play an important role for adults.”


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