UK firm Tangerine Confectionery has created a new “masterbrand” consolidating its portfolio.

The consumer-facing brand will be included on products such as Wham Bars, Refreshers, and Dip Dab. Tangerine said the move is part of its strategy to “bring together many small and diverse product groups, with limited stand-alone equity, under one umbrella brand”.

The confectioner will launch Candyland into the impulse and wholesale channels this month with a two for GBP1 range. Tangerine is hoping to encourage trial of the product before rolling out into Asda and other major multiples from August.

A digital consumer communications campaign including a new website, Facebook and Twitter accounts, alongside a PR campaign, will accompany the launch.

“Candyland provides a wealth of opportunities to create new, exciting and innovative products moving forward, extending our portfolio to appeal to kids and adults of all ages, and becoming the one stop shop for all sweets,” said Melissa Wilson, head of marketing at Tangerine.