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Jelly Babies go tropical

In response to the increasing popularity of tropical flavours, Mondelēz International-owned Maynards Bassetts has launched Maynards Bassetts Jelly Babies Tropical.

The sweets will be available in mango, banana and pineapple flavours, and will be made from real fruit juice with natural colours and flavours.

The launch is being supported by a total brand spend of £6 million during 2017, including TV, PR and digital activity.

Katie Bashford, senior brand manager for joyful candy at Mondelēz International, says, “Maynards Bassetts Jelly Babies is a fun heritage brand, which is growing by 4.7% and has a proven track record of driving growth with line extensions. This strong proposition combined with the top trending flavour of 2017 will help provide excitement and an opportunity to grow the category further.”

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