Cadbury has launched an addition to its The Natural Confectionery Company (TNCC) range in the UK.

Guzzle Puzzle combines two different shaped fruit and spice flavoured jelly sweets in the form of a puzzle, the firm said today (28 June). Each pack comprises five flavours, cinnamon, lime, orange, banana and raspberry.

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The “puzzle” behind the confectionery is created through the combination of the five flavours to create “new flavours”.

“Our aim with this new innovative and fun offering from The Natural Confectionery Company is to appeal to a broad audience,” said TNCC marketing manager Louisa Bertano. “The brand currently has a strong resonance with young consumers, however, young families and young adults represent a potential 12.6m individuals who buy sugar products but possibly haven’t yet tried TNCC. We are confident with this new format, with its playability factor and marketing support, that we can start to drive incremental sales for the brand among this audience, and in turn drive sales for retailers.”

TNCC has invested GBP2.5m (US$4m) on a media campaign to support the launch, that will include TV and cinema advertising as well as PR and digital campaigns.

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