Mondelez hopes to reinvigorate the adult confectionery category with Juicy Chews, the second NPD from the Maynards Bassetts ‘super brand’.

Rolling out now, the SKU is a bag of individually wrapped chewy candies (rsp: £1.30/160g), each with a liquid centre in cherry, orange or strawberry. It will be promoted in a “colourful and playful way” in a 20-second TV slot from September as part of the £4m Tasty Intermissions campaign.

The merged Maynards Bassetts aimed to be a new power player in sugar confectionery, in which adults were the main consumers of chew products worth £40m a year, said Katie Bashford, senior brand manager for joyful candy at Mondelez.