Second brand extension for Rowntree’s Randoms
Nestlé Confectionery’s Rowntree’s Randoms brand is set to launch its second brand extension of the year with the innovative Rowntree’s Randoms Rip’ems.
Available from 22April, Rip‘ems consists of eight peelable strings in four fruity flavours (apple, blackcurrant, orange and pineapple). Its bar shaped format is the first of its kind for the sugar confectionery market, rather than the bag or tube of individual pieces that sweets are typically packaged in.
Each pack contains 25% fruit juice as well as no artificial colours, flavours or preservatives.
Aimed at 16-24yr olds, Rip’ems offers an innovative, playful product experience with the ‘peel away’ strips bringing fun to the eating experience. All four fruity flavours taste great together and can be eaten in any combination.
The launch will be supported with a major media campaign including TV advertising, which will see the product brought to life, as well as outdoor advertising, digital media and a range of high impact POS materials. Digital media will form an important communication route to the brand’s social media savvy target audience.
