Maynards Bassetts, one of the UK’s favourite confectionery brands since 1842, has developed the iconic Wine Gums recipe to offer a new 30% Less Sugar variant. The new great-tasting less-sugar Maynards Bassetts Wine Gums – just like the rest of the core range – are made with natural colours.

By displaying the new Wine Gums alongside the core packs, retailers can enhance their current confectionery offering by satisfying their shoppers’ demand for less-sugar sweets. With approximately 19g less sugar per 100g, the new recipe allows consumers to enjoy a less-sugar treat from the classic Wine Gums brand.

The less-sugar candy market was worth a significant £8.7M[i] in 2018 and is growing 56%[ii] year-on-year. Furthermore, over a third[iii] of consumers are actively cutting down their sugar consumption, making reducing sugar one of the biggest priorities for shoppers[iv]. As the UK’s number 2 sweets brand[v], Maynards Bassetts Wine Gums are perfectly positioned to help retailers tap into this growing consumer demand.

Anna Ulrich, Brand Manager for Joyful Candy at Mondel?z International, said: “Wine Gums are such a popular sweet with consumers already, so our new less-sugar launch is set to shake up sales for retailers even further. We know shoppers are going to love the new variant – in fact our consumer testing showed an impressive 84% purchase intent!”

The product will hit shelves from July 2019. Point of sale materials will be available to retailers to help disrupt shoppers and drive sales of the new launch.

Further advice on how to grow confectionery sales can be found at

What does this mean to the independent retailer?

  • Offer shoppers a delicious less-sugar option from the market’s number #2 sweets brand[vi]
  • Expand your confectionery offering by tapping into consumer trend for less-sugar confectionery
  • Drive awareness through clearly labelled SRPs and POS materials

[i] Nielsen Insight Studio 52 w/e 09.01.19

[ii] Nielsen Insight Studio 52 w/e 09.01.19

[iii] ShopperVista, April 2018. Base: 1,041 main supermarket/hypermarket shoppers

[iv] ShopperVista, April 2018. Base: 1,041 main supermarket/hypermarket shoppers

[v] Nielsen Insight Studio 52 w/e 18.01.19

[vi] Nielsen Insight Studio 52 w/e 18.01.19

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