Mondelez has expanded its Halls brand with the introduction of a new sugar-free range.
Available from 21 March, the NPD marks a move into the nascent sub-category of ‘invigorating’ candy, sweets that quickly make consumers feel mentally energised, said the confectionery giant.
The new range comprises three flavours - Fresh & Cool, Strawberry Wave, and Zingy Citrus - and aims to drive penetration among younger consumers. It will be supported by £3.8m marketing push including a TV ad that will make its debut on 2 May and sampling to reach one million shoppers nationwide.
“This range is set to position the brand within a new sphere, encouraging shoppers to choose Halls in order to satisfy a need for refreshment that energises in the emotional sense,” said Elena Mallo, senior brand manager for Halls.
“Just as a cool splash of water or a blast of fresh air provides a moment of powerful invigoration, the range will help to give consumers an energising mental lift.”