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Mondelez Consolidates Adult Confectionary Into Maynards Bassetts Brand

Mondelez is relaunching Maynards Bassetts as one brand as part of an ongoing partnership in a bid to fight declining sales across the adult candy market while increasing its market share. The entire adult candy range will come under the Maynards Bassetts branding, and will see a packaging redesign and launch of Bertie’s Jelly Mix to cement the relationship. According to figures supplied by Mondelez, the new brand will be worth GBP127.9m and will have a 18.4% share of the market.

Read the whole story at Marketing Week »

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