Mondelez International has unveiled new soft jelly sweets featuring lemon, raspberry, orange, blackcurrant and lime flavours in safari animal shapes.

The new 160g bags of jellies (rrp £1.32) are made with natural colours and the pack is the first medium Maynards Bassetts bag featuring a window design.

Jellies is driving the growth of the total candy market (Nielsen MAT 16.06.18). While the format is well established amongst a younger shopper profile, as well as large households with children, Maynards Bassetts has identified a white space opportunity to recruit adults without children into the segment.

Marta Sanso, senior brand manager for joyful candy at Mondelez International, said: “As one of the UKs best loved candy brands, we look to continuously innovate to bring new fun tastes and textures to the market. Over the last 12 months, we’ve brought gummies and jellies into small bags, and brought a host of new flavours with Wine Gums Mocktails, Jelly Babies Tropical, and Wine Gums Tangy which have been highly incremental to the category - Wine Gums Tangy alone brought in £1.6m incremental RSV in its first year! (Kantar Worldpanel, 52 w/e 16.07.18)

“Research shows that adults are looking for ‘effortless munching’ when they want to enjoy candy as a snack, and that soft jellies are the number one format to satisfy this eating occasion. Combined with the fun animal designs, bright packaging for shelf-appeal and the trust that consumers have in the Maynards Bassetts masterbrand, all signs point towards success for our new Maynards Bassetts Soft Jellies Wild Safari bags. We expect to see the launch bring in incremental sales and drive category growth.”