Much-loved brand Chupa Chups, currently worth £17.7m and growing at +5%, is taking a bold step into the extruded jellies market with the launch of a new belts and laces range. Tapping into the growing demand for sour and fruity sweets, the range comprises of tantalising Sour Mixed Belts, Sour Apple Belts, Sour Strawberry Belts, and Strawberry Laces and will be available in the convenience channel from June.
Packed in convenient 90g bags, the vibrant and playful packaging is designed to stand out on shelves, add colour to the confectionery aisles and to entice new shoppers to the category. With an assortment of flavours, this new format is ideal for sharing amongst friends – fruitful timing ahead of the summer months – and makes the perfect addition to any social gathering.
As more than just the UK’s number one lollipop brand, Chupa Chups has already achieved impressive performance in this category, with a +44% growth driven by its popular Cherry & Cola Stix, and the new range is designed to enhance this momentum.
An engaging, organic social media campaign will support the launch, ensuring awareness amongst the key teen shopper demographic.
Kim McMahon, brand manager at Chupa Chups, said: “As Chupa Chups continues to evolve and innovate, we’re so excited to be once again diversifying our beloved portfolio with the expansion into the extruded jellies market. Shoppers are looking for more excitement from their favourite lollipop brand, and our latest launch is perfectly positioned to satisfy cravings for bold and sour flavours, offer more variety in the category and delight existing fans of iconic Chupa Chups flavours”
“With the overall laces, belts and wands category now valued at £91m and experiencing a remarkable growth rate of +19%, Chupa Chups is poised to capture an even larger share of this expanding market – stock up now!”
