Nestlé UK is to invest an additional GBP2m (US$3.3m) in its Rowntree’s Randoms brand.
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The additional investment brings the total spend to GBP8m since the brand’s launch in May.
Available in a 50g impulse bag, Randoms are jelly sweets in a variety of textures, flavour and shapes, which the company claims contain real fruit juice and are free from artificial colours and flavours.
Graham Walker, Nestlé UK trade communications manager, said: “The launch of Rowntree’s Randoms has gone down a storm. Our target audience of 16-24 year olds have really bought into it, with over 180,000 fans on Facebook alone.”
The spend will primarily be on three television ads based on everyday situations; a school parents evening, a man giving directions and a football manager coaching his team.
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By GlobalDataNestle cited IRI stats that said Randoms has been the top-selling fruit impulse line for the last eight weeks since its launch, registering GBP3.6m in value sales.
