Home Special Reports Big Night In

Number one Marshmallows get a new chocolate twist

Princess, the UK’s number one marshmallow brand from Tangerine Confectionery, will bring further innovation to the marshmallow category by extending its range with a new and unique chocolate-coated variety – Princess Chocolate Coated Mallows.

The new 40g bags, which are targeted at impulse and on-the-go shoppers, contain mini pink and white marshmallows covered in luxurious milk chocolate to provide a premium indulgent treat.

Marshmallows produced by Tangerine Confectionery are created using a completely unique process, which gives them their soft and fluffy texture. Princess Marshmallows are one of the top five best selling adult hanging bags SKUs in the UK.*

As with other Princess products, Chocolate Coated Mallows are made using only natural colours and flavours, are gluten free, contain no hydrogenated fats and no added salt.

Lisa Sullivan, Princess brand manager at Tangerine Confectionery, commented on the new offering: “As the UK’s favourite marshmallow brand, Princess prides itself on leading the market by introducing new and innovative products that add interest and consumer appeal to the category. Princess Chocolate Coated Mallows will give our loyal consumers a unique new treat to enjoy, as well as building on the success of the category by attracting new marshmallow fans.”

With recorded sales of £5.5 million in 2010*, Tangerine aims to build on this success and further cement the brand’s position at number one with the launch of Princess  Chocolate Coated Mallows.

Available from September 2011, the launch will be supported by a consumer PR campaign. The 40g bag will have an RRP of 53p.

* Source: IRI p/e 19th Feb 11 200g traditional hanging bags

* Source: IRI p/e 19th Feb 11

Tangerine Confectionery

www.tangerineuk.net