The move comes on the back of the successful introduction of Raspberry flavour bags last year. Both are made with real fruit puree and as always with Panda’s products, contain no preservatives, artificial colours or artificial flavours. The Cherry bags are also fat free.
The launch is being supported with a PR drive featuring a social media campaign and is encouraging brand interaction by offering prizes including an iPod Touch, iTunes vouchers and a month’s supply of free product. To be in with a chance of winning, consumers must post pictures of themselves eating the Cherry product in unusual places onto its website www.landoflicorice.co.uk
The 200g Cherry bag has an RRP of £1.94 and has over 95% distribution penetration in independent health food stores and is available nationwide in Holland & Barrett and Julian Graves stores.
Lisa Gawthorne, Panda International Marketing Manager, said: “Our traditional customer demographic is 45+ but the launch of fruit flavours has seen us make great inroads into a younger audience and our cherry flavour is the latest part of that plan.”
The fruit flavours and ‘no nasties’ message are part of the drive to make Panda an acceptable snack for all the family. This is already happening across the UK as families fall in love with its licorice – Panda’s four bar pack is up 52.1%, Comfits is up 114.3% and the Single Bar is up 51.1%.
Licorice is ideal for children’s lunch boxes or as a healthier post-school alternative snack to chocolate or other sweets. It is also perfect for those trying to lose weight. All of Panda’s licorice products are also suitable for vegetarians.
*AC Nielsen 52WE 31.10.09
Tel: 01792 229 333