Rowntree's launches new sharing bag

Due to large consumer demand, Nestle's confectionery sector will be launching a new sharing bag for its Rowntree's Randoms brand from August.

The new 195g bag will have a recommended retail price of £1.45 when it goes on sale from August 23rd.

New packs will also include ten additional shapes, including foamy jigsaw pieces, padlocks and diggers.

To support the launch, there will be a £3 million marketing spend to promote the brand.

TV ads from its 2009 campaign, when the product first went on sale, will be re-shown during the period leading up to the confectionery sharing bag launch.

Aimed primarily at 16 to 24-year-olds, the product became the fastest selling sugar confectionery brand when it went on the market last year.

Graham Walker, Nestle UK trade communications manager, said: "The launch of Rowntree's Randoms has been an incredible success, and the new sharing bag format is a natural move for the brand.

"Launched in response to consumer demand and with the majority of Rowntree's Randoms consumers already buying into sugar sharing bags, it will undoubtedly provide a huge profit opportunity for retailers."

Along with Randoms, Rowntree's has many well-known brands including Fruit Pastilles, Jelly Tots, Tooty Frooties and Fruit Gums.

Posted by Phillipa Atkins