Nestlé has extended its Rowntree’s Randoms brand with sweets based on words rather than objects.

Squidgy Speak – the first range extension for Randoms - is rolling out now in impulse and sharing formats (rsp: 48p and £1.29). Each bag contains foamy fruit-flavoured sweets featuring a selection from 40 different random words to encourage consumers to make up stories.

The newcomer would build on the success of Randoms, which has become a £20m brand since launch in May 2009 [SymphonyIRI 52 w/e 29 December], said trade communications manager Graham Walker. “With its quirky personality, Randoms has proven such a success with consumers that we recognised the opportunity to extend the brand with another fun new product,” he added.  

Squidy Speak will benefit from a multimedia push for Randoms running now, including TV, poster, digital and sampling activity.