Rowntree’s Randoms brand is launching new Randoms Tandems, adding to its portfolio of popular sharing bags.Each bag is filled with fruit-flavoured sweets that are the tandem combination of jelly and foamy textures.
The launch will benefit from a high impact digital media campaign through Facebook, with over seven million 25-44 year olds expected to see it.
Digital is an important communication route for the brand, Rowntree’s Randoms has Nestlé UK’s biggest Facebook page with more than 1 million fans.
Nestlé UK & Ireland senior corporate communications manager James Maxton said:
“Sugar confectionery sharing bags continue to grow in popularity in the Wholesale & Convenience channel, up 5.5% in the past year.
“With new products critical to driving such growth, retailers can trust that the launch of Randoms Tandems from one of the UK’s best-loved confectionery brands will attract shoppers.
“Display off-shelf at launch to maximise sales.”
Rowntree’s Randoms – part of the huge £115m Rowntree’s brand – has proven a hit with consumers since it launched in May 2009 and has successfully grown the fruit sugar category.
Now a £20.8 million brand in its own right, Randoms delivered growth of 6.5% in 2013 on the back of range extensions such as Randoms Rip’Ems, versus the Fruit Sugar market which grew at 3.8% and thus demonstrating how innovation from the brand can drive growth into the category.
The Rowntree’s Randoms Tandems sharing bag has an RRP of £1.29.
