Mondelez International said hopes to bring “families” to the gummy candy category in the UK with the launch of Maynards Discovery Patch Animals.
Discovery Patch Animals include fruit flavour jelly and foam sweets with “fun” animal shapes.
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An “interactive” world map features on packaging, Mondelez said. The company has also developed an app to allow consumers to “discover even more”. Consumers can download the app and then scan the front of pack to unlock additional content.
The launch is being supported by a GBP3m (US$5m) advertising spend, including TV, out of home, digital and in-store activity.
