All of the recipes have been a given a “cleaner credentials” makeover with the removal of all artificial colours, flavourings and hydrogenated vegetable fats – a message which is prominently communicated to consumers via a ‘free from’ flash which appears on the front of all bags.
Packaging has also been improved to make it vibrant, colourful and to create instant appeal to kids of all ages. Bright primary colours and cartoon-style characters have been used to reflect the fun nature of the product and underline its popularity with kids.
Developed with the independent retailer in mind, the Victoria children’s range will initially be available through the independent and discount retail sector. Bags are designed for hanging and have an RRP of £1.
Brand manager at Glisten Confectionery, Sue Graydon commented: “By improving the recipes and designs of the Victoria children’s range we have ensured that these traditional favourites will continue to be popular.”
“It was also important to us to develop a product specifically for the independent trade that can offer their customers great choice and value for money,” she said.
The Victoria brand offers something to tempt and delight all children. Jelly Babies remains the number one best seller, closely followed by Midget Gems and then Jelly Beans.
The Kid’s Mix and Kid’s Fizzy Mix bags feature a range of unique colours and shapes that have been specially selected for maximum child appeal. With the long summer holidays fast approaching, retailers are being encouraged to stock up now.