Tangerine invests £1m in branded sugar portfolio
Tangerine Confectionery is investing £1 million in its branded sugar portfolio, with a new TV advertising campaign focusing on the Softies range.
The Softies range, first launched in 2015 as a soft and chewy twist on retro confectionery favourites, have been given a design refresh to bring back the original brand colours and patterns, including the classic pink and yellow swirls of Fruit Salad.
The range’s selection of flavours is being extended with the launch of new Fruit Salad Sours in 160g and 120g formats, in response to growing consumer demand for sour sweets.
The launch of Fruit Salad Sour Softies and the updated packaging design for the range, including Refreshers Softies, will be supported by a four-week TV advertising campaign running from 5 June – 2 July on Sky 1, ITV2, Dave and E4.
Russell Tanner, marketing and category director at Tangerine Confectionery, says, “Our TV advertising campaign marks a significant step change in our branded investment and is a first for confectionery products in Tangerine’s history.”
The Softies range is available in UK supermarkets, convenience stores and independent retailers, with the new Fruit Salad Sour Softies launching 3 June.
