Maynards re-designs its confectionery range with bright statement
This month, Maynards is overhauling the look and feel of its sugar confectionery range with a bright and bold packaging re-design.
This month, Maynards is overhauling the look and feel of its sugar confectionery range with a bright and bold packaging re-design.
The new-look pack will run across all Maynards products including, Maynards Wine Gums, Maynards Wine Pastilles, Maynards Sours, Maynards Sports Mix and Maynards Midget Gems. The new packaging designs will focus around a swirling ‘vortex’ pattern, giving the illusion of the product being lost in the centre, and emulating the ease at which consumers get ‘lost in the chew’ with Maynards confectionery. Familiar bright colours will aid standout on shelf, accompanied by the popular ‘Maynard the Moose’, who will feature on pack for the first time in the brands history. This re-design will be supported by a comprehensive advertising campaign to drive awareness of the new design.
Richard Marles, brand manager for Maynards, said: “Maynards’ is a popular sugar confectionery brand with a lot of heritage and bags of personality. The brand is loved by consumers for the great taste and unique chewy experience its products offer. The ATL debut of Maynard the Moose in 2010 proved popular with young adults and is something that we plan to build on this year, bringing the character on-pack across the range for the first time.
“In addition to merchandising Maynards Sugar Singles in the main confectionery fixture, we recommend dual-merchandising this product at the till point along with Gums, Mints and Medicated to achieve the highest sales uplift. If this is implemented in the average independent retail outlet, retailers could grow their category by a staggering £676 per year.”
Maynards is a well-established brand within the sugar confectionery sector, boasting the ‘original’ wine gum, launched in 1890. A firm favourite for many years, the 215g Maynards Wine Gum bag continues to be the number one selling bagged candy SKU in the sector.
Source: Cadbury
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