Maynards Bassetts, one of the nation’s favourite confectionery brands since 1842, has announced its first ever sour Soft Jelly product – Soft Jellies Fizzy Fish. The product is the second in the range of the Soft Jellies of the brand, after Soft Jellies Wild Safari was launched in 2018.

The exciting new product will be designed in the shape of fish to tap into consumers’ playful sides. Each bag will contain a selection of flavours including consumer favourites orange, strawberry, blackcurrant and lime, made with natural colours and flavours.


Sour jellies are the fastest growing segment within jelly sweets[i], creating a significant opportunity for retailers to drive more sales by stocking up on sour products from established brands. Soft Jellies Fizzy Fish will be the second Maynards Bassetts product to tap into this growth opportunity, following the successful launch of Wine Gums Tangy, now worth £5.3M[ii].


Anna Ulrich, Brand Manager for Joyful Candy at Mondelēz International said: “We know sour jellies are incredibly popular with consumers already, so we can’t wait to see the new Soft Jellies Fizzy Fish drive retailers’ sales in this segment even further. With the unique Maynards Bassetts taste made with natural colours and flavours, this new launch will certainly shake up the market by giving shoppers something fun and new to try.”


The product will hit shelves from February in a 160g bag at an RRP* of £1.32. Point of sale materials including clip strips and display material will be available to retailers to help disrupt shoppers and drive sales of the new launch.


What does this mean to the independent retailer?

  • Drive sales with a new product from a much-loved heritage brand, now worth £113M[iii]
  • Increase RoS with £1 price marked packs* designed to grab shoppers’ attention
  • Stock up now to make the most of the fastest-growing jellies segment[iv]

[i] Nielsen MAT Candy Technology Database 29.12.2018

[ii] Nielsen w/e 29.12.2018

[iii] Nielsen w/e 29.12.2018

[iv] Nielsen MAT Candy Technology Database 29.12.2018




Author: kimbarnard

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