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

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


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


Hide Comments (4)Show Comments (4)
  • Alan Dunsmore February 21, 2017 at 8:01 am

    Firstly, I don’t expect anyone from Bassetts to read and respond to this “comment”.
    My “comment” is ….. Why do you make a nice Bertie Bassett tub for Liquorice Allsorts and put the bloody lid on the bottom, so that it can’t be used for anything after all the Allsorts are gone ! WHY ???

  • Christine king October 30, 2017 at 8:13 pm

    Brought a packet of your liquorice all sorts and nearly all of them were the pink and yellow ones which am not that keen on , from at not very happy liquorice all sorts fan

  • Chris January 19, 2018 at 4:10 am

    I tried the licorice allsorts recently. They have been ruined. Gross soft licorice (like a paste), reduced coconut, replaced with sugar. Sugar sugar sugar. You destroyed a British icon – nice work.

  • Heather Jhurry March 2, 2018 at 7:02 pm

    Just bought a bag of your Licorice allsorts. Not much of an allsort, where are the black licorice ones and only 1 small one with the tiny beads. Somehow not nearly like the originals. Things change I know but not always for the better

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