Sugar giant Nestlé Confectionery has tapped into the fast growing minis market with Rowntrees Randoms and Jelly Tots mini packs.

Each mini bag is 15g. Rowntrees Randoms Minis eight pack and Jelly Tots Minis eight pack both have an rrp of £1.49, while a mixed Randoms and Jelly Tots Minis 20 pack has an rrp of £2.49.

Sales of sugar minis are seeing strong growth, with the category benefiting from value sales up 15.6%, claimed Nestlé. A key factor in this increase is the fact that more households are buying sugar minis, up 12.2%, stated the firm. With 46% of sales incremental to the sugar confectionery category, this is a lucrative area for retailers to capitalise on, it added.

Nestlé research has shown that mums are looking for appropriate ways to treat their children with confectionery. Key factors for them include products from brands they can trust, the right portion size, good to eat on the go, no mess and something that their child will love, said the company.

The launch will be supported by a media campaign and includes a bespoke advert which will air exclusively across broadcast video on demand plus other digital online video, as well as support media on Facebook.

A Nestlé UK & Ireland spokesperson said: “New Rowntrees Randoms and Jelly Tots minis packs provide a solution for mums looking to give their children a smaller confectionery treat from a brand they know and trust. With sugar minis growing in popularity, convenience retailers should be sure to stock up to provide their shoppers with this sought after pack size.”