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

Ocean Minis feature a range of “marine-life” shaped jelly sweets, which are “free from artificial colours and flavours”, the firm said yesterday (9 August).

The product is available in individual 29g packs, and marks the first foray into the impulse channel for TNCC.

“We are delighted to be launching the first impulse SKU from the TNCC range,” said Susan Nash, trade communications manager at Cadbury UK. “With the TNCC range already worth GBP12.5m in value sales, and growing at 26.7% YOY, we anticipate that demand for the new product will be high.”

The launch will be supported in-store through shelf ready packaging, digital, outdoor and TV advertising as part of a GBP2m (US$3.2m) marketing campaign for the entire brand.

The existing TNCC range includes eight varieties that are available in 180g and 200g bags with an RRP of GBP1.49. Products include: Jelly Snakes, Jelly Squirms, Dino Mix, Surfs Up, Wild Things, Forbidden Fruits, Party Mix, Unbearables.