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Mondelez International is hoping to attract younger UK consumers to its Maynards confectionery range with the launch of its Soda Popz line.

The product comprises five colours and flavours including: cola, orangeade, cherryade, tropical and apple fizz.

"All bring a tongue twisting sour sensation, followed by a mouth-watering fruity flavour, ending on a sweet note," Mondelez said.

The launch comes on the back of the roll out of Maynards Sour Patch Kids last summer, which Mondelez said is now worth around GBP2m (US$3.1m).

The roll out will be supported by a GBP2.6m investment to include TV activity.

Show the press release

 

Maynards Sour Patch Kids, the quirky candy characters launched last summer, are adding even more fizz to the market with the launch of new Soda Popz.

 

Maynards Sour Patch Kids has seen real success since its launch last year, and is already worth more than £2 million1 – making it the number one NPD launch in sugar bags in 20122.

 

The latest additions to the range includes five colour and flavour offerings inspired by the flavours loved by young people – cola, orangeade, cherryade, tropical and apple fizz all bring a tongue twisting sour sensation, followed by a mouth-watering fruity flavour, ending on a sweet note. The fun packs have great shelf stand out, with the little characters sipping on fizzy drinks to emphasise the new flavours and encourage trial purchase.

 

Supported by a UK media investment of £2.6 million this year, including TV activity, the new Soda Popz variant aims to drive growth within the Sour and Fizzy Jellies category, currently worth a huge £45.7 million.

 

Zoe Howe, Senior Brand Manager for Candy at Mondelez International3, said: “We’re hoping to drive penetration among younger consumers with our unique and targeted brand, offering a wider variety of delicious, fun flavours.

 

“We’ve been delighted with the response to Maynards Sour Patch Kids since last year’s launch, and we hope to delight even more consumers with our Soda Popz variant – it’s a sour then sweet taste sensation that we think people are going to love!”

 

Maynards Sour Patch Kids Soda Popz are available in 160g packs (12 bags per case, £1.52 RRP) and 125g £1 (RRP) price-marked packs, ideal for convenience retailers (12 bags per case). Both are available to order from 15th April 2013.

 

Ends.

Press contact: Lauren Bond @ MC2 (0161 236 1352)

 

About Mondelez International

Mondelez International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse, with 2012 revenue of $35 billion.  Creating delicious moments of joy in 165 countries, Mondelez International is a world leader in chocolate, biscuits, gum, candy, coffee and powdered beverages, with billion-dollar brands such as Cadbury, Cadbury Dairy Milk and Milka chocolate, Jacobs coffee, LU, Nabisco and Oreo biscuits, Tang powdered beverages and Trident gum. Mondelez International is a proud member of the Standard and Poor’s 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com and www.facebook.com/mondelezinternational

1 The Nielsen Company, Total Value MAT to w/e 16.03.13

2 The Nielsen Company, Total Value MAT to w/e 16.03.13

3 Formerly known as Kraft Foods UK

 

Original source: Mondelez International