Maynards and Bassetts unite to form new “adult candy” brand

The new look for the Mondelez-owned brand has been developed by Bulletproof.

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Confectionery brands Maynards and Bassetts have been brought together under one identity to form a new “adult candy” brand.

The newly formed Maynards Bassetts brand is operated by Mondelez International and features confectionary including Wine Gums and Liquorice Allsorts.

The new Maynards Bassetts masterbrand has been created by Bulletproof, which has also designed all the packaging for the new brand.

“British bonkers inventiveness”

Bulletproof says it has developed its new designs around the concept of “A bit of British bonkers inventiveness”.

The consultancy says: “Reviewing the category, it was clear that Mondelez International could re-establish its credentials in the adult candy segment and reawaken adults’ desire for candy products.”

It adds that it wanted to “reinvigorate the brands to bring a sense of lighthearted silliness”.

“Tumbling” through the identity

Bulletproof has created a new Maynards Bassetts “plaque” that can sit on the packs.

The consultancy describes the new plaque as “a conduit where the intrinsic values of the products tumble in through the top and out again, turning into a wonderful, colourful and dynamic flavour slide that delivers the sweets or characters, such as Bertie, in a dynamic and exciting way.”

As well as redesigning the packaging for existing Maynards Bassetts ranges, Bulletproof has also created designs for a new product – Bertie’s Jelly Mix.

The new packaging is set to roll out next month.

Discover more:

Bulletproof works up new Maynards brand and packaging

• Bassetts hopes to corner vitamin market with new designs

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