THE NATURAL CONFECTIONERY COMPANY ANNOUNCES NEW OCEAN MINIS

August 11th, 2010

This summer, The Natural Confectionery Company (TNCC) – the brand based on a philosophy natural sweets – is launching a new addition to its range, the Ocean Minis single pack.

Ocean Minis features a range of marine-life shaped jelly sweets which, like the rest of the TNCC range, are free from artificial colours and flavours.

The new line is being introduced to the impulse market in individual twenty nine gram packs, which each contain less than one hundred calories, and marks the first foray into impulse for TNCC, which is already enjoying strong performance in the competitive grocery channel.

TNCC has proven to be a successful brand since its introduction into the UK market and is now worth £12.5m.

Sugar singles as a category is in growth and now worth £232m . This growth has been driven by strong NPD and in store execution within the category, highlighting the potential of strong integrated campaigns featuring advertising, POS and NPD.

The launch of Oceans Minis into the impulse channel will be supported in-store through shelf ready packaging for ease of sale.

Ocean themed shapes in the new sweet bag include: starfish, shark, turtle, sea snake, sea snail and crab.

In addition to this support for the new product, TNCC has unveiled a £2m marketing campaign to champion the entire brand.

Combining digital, outdoor and TV advertising, the activity will embrace the light-hearted humour that has become synonymous with TNCC’s advertising and will develop the characters from previous campaigns, demonstrating the variety of the range available from TNCC.

Susan Nash, Trade Communications Manager at Cadbury UK, said:

“We are delighted to be launching the first impulse product from the TNCC range which will appeal to parents to buy for their children as a treat, and for themselves too.

With the TNCC range already worth £12.5m in value sales, and growing at twenty six point seven percent year on year , we anticipate that demand for the new product will be high, and encourage retailers to stock up now.

With the support of a fun TV advert that consumers will want to watch over and over again, the introduction of this portionable treat is an opportunity that independent retailers cannot afford to miss.”

The existing TNCC range includes eight varieties that are available in one hundred and eighty gram and two hundred gram bags with an RRP of £1.49.

The products in the current range are: Jelly Snakes, Jelly Squirms, Dino Mix, Surfs Up, Wild Things, Forbidden Fruits, Party Mix, Unbearables.