Nestlé Confectionery is set to extend its Rowntree’s Randoms range.

Available from April 22, Rip‘ems comprise eight peelable strings in apple, blackcurrant, orange and pineapple flavours and are available in single (rrp 50p) and multipack (rrp £1.55) formats.

The versatility of the sweet, which can be knotted into different shapes, is expected to appeal to the brand’s fun-loving 16-24 year old target audience.

The launch will be supported by a £2.5m multi-media campaign, with TV advertising kicking off on May 20. Rowntree’s is a £114m brand with within this, Randoms is worth £23.2m. Nestlé claims that Randoms is actively growing the sugar confectionery category, having contributed £50m to the category since its 2009 launch. The firm states that 25% of Randoms consumers only buy into the category through the Randoms brand and that it also has the highest frequency of purchase of the top 10 fruit sugar singles packs.

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