Maynards Bassetts Jelly Babies are getting a tropical sku.
Available now, the new flavour will feature the iconic Jelly Babies characters in mango, banana and pineapple.
The new flavour aims to attract new adults and families to the category, particularly during the summer months which are a peak time for candy.
The launch will be supported by a total brand spend of £6m during 2017, including TV, PR and digital activity. A full range of POS will also be available.
Katie Bashford, senior brand manager for Joyful Candy at Mondelēz International, said: “Maynards Bassetts Jelly Babies is a fun heritage brand, which is growing by 4.7 per cent 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.”