Mondelez International is hoping to appeal to families with the launch of Maynards Discovery Patch Animals. The jelly and foam sweets come in a range of shapes, including kangaroos, penguins and giraffes. Every pack features an interactive world map with fun facts to spark children’s imaginations and by downloading the special app, then scanning the front of each pack, users can unlock an augmented reality experience.
The 125g bags will come in a promotional £1 pricemarked pack to encourage trial sales in store. The launch will be supported by a UK media investment of £3m this year, including TV, out of home, digital and in-store activity.
Senior brand manager for candy at Mondelez International Zoe Cashin-Howe says: “We’re hoping to drive penetration among families with our unique and imaginative Maynards Discovery Patch launch. We think the fun shapes and delicious taste of will make it something that families will love, giving their imagination something to chew on!”
“Mums have told us that they think the product will be great for the whole family – they think it’s a really different product and love that it helps them spend more quality time together while developing their children’s learning and creativity.”