Independent confectioner Tangerine Confectionery is to relaunch the Wham bar in the UK after acquiring the brand late last year from administrators Millar McCowan.
The 1980s chew bar will be back on shelves by the end of June, the company said today (30 April), with an “all improved” recipe and additional range of flavours and formats.
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The range will include original raspberry – in standard and “mega” sizes – in addition to mini Whams in a sharing pack format. Other variants will include Strawberry, Cola, Sour Apple and Brew.
Additional products to the Wham range will include sour and fizzy offerings, the company said.
The re-launch will be supported by a fully-integrated marketing campaign including PR, experiential marketing, social media and consumer advertising.
“This is a golden opportunity to re-launch the Wham brand back into the hearts of the British public and to improve its overall commercial position,” said Tangerine Confectionery marketing director Alison Brand. “Wham dates back to the early 1980s, and continues to be a firm favourite amongst consumers of all ages.
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By GlobalData“We’ve seen huge demand from the trade for the return of Wham since it went off shelf in September. Often when brands are sold there is a nervousness from the trade that the products will be changed from their original proposition – this is not the case here. Retailers can be reassured that Tangerine has retained everything that the brand stands for whilst much improving the quality of the product and the range.”
All manufacturing will take place from Tangerine’s York factory, it said.
Wham standard bars will have an RRP of GBP0.20 (US$0.32). Mega Wham will have an RRP of GBP0.29, and a pack of 12 Wham Minis will retail at GBP1.29.
