press-rel-july09MORE THAN one million consumers will have the chance to make friends with MIKE AND IKE this year as the top-selling American fruit-flavoured candies continue to take the UK confectionery market by storm!

Mike and Ike will receive record-breaking support this year, spearheaded by a “Fabulous Festival of Fun” national consumer sampling campaign that will take in high-profile music festivals, adventure sports events plus universities, city centres, supermarkets, family shows and carnivals.

Mike and Ike will also have the X-Factor this year, having arranged to supply candies for the top TV show’s auditions, live finals and nationwide tour.

The “Fabulous Festival of Fun” will be strongly supported by consumer magazine, press and radio advertising as Mike and Ike continue to bring excitement and innovation to the UK’s £110 million chewy fruit-flavoured sweets market.

Steve Foster, Regional Manager, Europe, said: “This year’s campaign will allow consumers attending some of the country’s biggest, fun-packed festivals and events to enjoy the great fruity taste of Mike and Ike candies.”

The star-studded Mike and Ike range features Fabulous Fruits, Berry Blast and Tropical Typhoon – all fat-free candies bursting with fruit juice flavours. They come in 55g impulse packs and made-for-sharing family bags.

Mike and Ike will also be running a series of website, radio and consumer magazine competitions that will offer great prizes such as passes to SNOzone@Xscape, Europe’s largest real-snow indoor ski slopes. For more information, please visit

In addition to attending major music festivals, Mike and Ike will be featuring at the UK’s leading adventure sports events, such as the White Air Festival and the Ripcurl Boardmasters.

In a further major initiative, Petty, Wood & Co Ltd has been appointed to handle UK sales and distribution of Mike and Ike candies, and a number of powerful trade promotions have been planned for 2009.

Mike and Ike chewy fruit-flavoured candies first appeared in the US back in 1940. Today, Mike and Ike candies are sold in more than 50 countries.

Petty, Wood & Co Ltd.

Tel: 01264 345500


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