Lion Confectionery has extended its original hard gum Midget Gems range with the launch of a new hanging bag format, for the very first time.

Previously available in a 3kg box only, the sweet shop staple is now available in handy 150g bags. With the Lion original liquorice gem at the heart of the mix and all natural colours and flavours, Lion offers a unique proposition in the market that no other brand is able to match. Lion’s new 150g Midget Gems hanging packs have an RRP of £1 and are available in £1 price-marked packs.

Lisa Sullivan, Lion Confectionery brand manager comments; “Lion is part of the UK’s largest independent manufacturer of sugar confectionery and is over 100 years old, which puts it in a strong position to extend the original hard gum Midget Gems into the hanging bags market. The new hanging bag format will open up the original Midget Gem to an even wider audience than before. Midget Gems have the same unique firm texture and long lasting flavour as other Lion hanging bag products such as Sports Mixture, Fruit Pastilles and Fruit Salad and the new format is already receiving positive comments from consumers.”

The sharing boom within the confectionery market has ramped up growth in the sector over the past year. The hanging bags category is currently valued at £519.5 million, with an increase year-on-year of 8.8 per cent (Source:IRI Data 52 week ending 12th May 2012), with fruit gums and jellies driving this growth. Retailers can cash in with a strong combination of sharing bags and good old-fashioned favourites.

The 150g Lion Midget Gem bag is available immediately from all good cash and carry outlets and independent high street retailers.

Lion Confectionery

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