Werther's Original is attempting to boost the appeal of bagged chocolates to the older generation with its first range of chocolates.

The Storck-owned confectionery company is investing £10m in marketing for the new year launch, which will include two TV campaigns for 2010.

Werther's Original Chocolate in 125g bags would bring a "more mature" consumer into the thriving bagged sweet category, predicted sales director Richard Drayson, who anticipated the new product development would be so popular with the older generation that sales could reach £16m in the first year.

With competition such as Cadbury Clusters and Mars Minstrels, the products' USP was the Werther's name itself, said Drayton.

The three-strong range, which rolls into multiples and independents from January 4, will be available in milk chocolate, dark chocolate and soft caramel-centred variants (rsp: £1.99 for a 125g bag). "Werther's consumers are slightly older and buy proportionately fewer chocolate bags, so with Werther's Chocolate we may find a whole raft of new people coming into chocolate hangings," predicted Drayson.

Younger consumers would also be attracted by the £20m Werther's brand in the category, he said.

The It's What Comfort Tastes Like push will include a television campaign breaking in February and followed by a second ad from mid-2010.

"Our last piece of TV advertising in 2007 made a break from the grandfather, focusing on the father-son relationship, and future ads will develop that," said Drayson.