American sweet brand Mike and Ike is making its debut on the UK market with a range of chewy, fruit-flavoured candies.
The range comprises three types of fat-free candy -Fabulous Fruits, Berry Blast and Tropical Typhoon - and will retail at about 39p per 55g pack.
Fabulous Fruits and Berry Blast will also be available in family bags, retailing at about £1.25.
The UK launch will be supported by trade and consumer advertising, promotions, sponsorship and PR.
A national consumer sampling programme will include a roadshow, with the brand appearing at pop concerts, sporting events and film premieres.
Mike and Ike is made by Just Born Inc, the seventh-largest sugar confectionery manufacturer in the USA.
Mike and Ike sweets will be sold and distributed by D&D Snacks Foods UK Ltd in the UK.
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