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Tangerine invests £1m in Softies campaign

As part of a £1 million investment in its branded sugar portfolio, UK-based Tangerine Confectionery is launching a TV advertising campaign for its Softies range.

The campaign will highlight the new Fruit Salad Sour Softies which have been developed in response to the growing consumer trend for sour sweets. The updated branding on the Fruit Salad and Refreshers Softies will also be showcased.

The series of adverts are expected to be seen by 4m people per screening from 1 October onwards.

Russell Tanner, marketing and category director at Tangerine Confectionery, says,“Softies is our most significant piece of new product development in recent years tapping into the strong and positive associations sweet lovers have with our heritage brands.

“Refreshers and Fruit Salad are childhood favourites loved by everyone and we’ve been excited to give them the Softies treatment.”

Fruit Salad Sours in 160g bags (RRP £1.49) and 120g bags (RRP £1) and Refreshers Softies are available to purchase in Asda stores across the UK. The original Fruit Salad Softies are available in Tesco stores nationwide.

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