UK – Nestle has launched new variants of Rowntree’s Randoms, its randomly shaped, fruit flavoured sweets alongside rebranding of the Rowntree’s range to enhance a fresh look.
The release coincides with the fruit-flavoured sweet range’s tenth anniversary.
Sharing bags containing only Squish’ems (squishy foam and fruity jelly in one sweet), Foamies (foamy sweets) and now sour sweets, Randoms Sours, are joining the existing range of Rowntree’s Randoms as of this week.
A fourth sharing bag, Randoms Easter mix, is a seasonal selection of random Easter related shapes on sale now for the Easter season.
Introduced ten years ago, Rowntree’s Randoms in a variety of random shapes and with six fruity flavours of raspberry, cherry, blackcurrant, orange, lime and ice cream.
According to Nestle, the new range adds several new shapes including a hashtag, a gnome, a unicorn and a flamingo while sweets shaped like a cake, birthday present, party popper and number 10 are all added to celebrate the brand’s tenth anniversary.
The new range features over 100 shapes, in 4 different textures and 6 different flavours while the lime-flavored green sweets which come in new shapes will also be available in apple flavors.
Nestle said all the sweets contain no artificial colours, flavours or preservatives.
“We are so excited to announce all of this new news forRowntree’s Randoms’.
There is truly something for everyone in the new range whether you prefer the jelly Squish’ems, the foamy sweets or something a little more on the sour side,” said Hannah Smithson, Assistant Brand Manager for Rowntree’s.
“We’ve been working very hard to make this year the best yet for Randoms and are delighted to introduce new shapes, tastes, textures and flavours that all our consumers will absolutely love!”
Rowntree’s Randoms Foamies will be available at Tesco, 150g Rowntree’s Randoms Easter Mix is exclusive to Asda during the Easter while the new 140g sharing bags of Rowntree’s Randoms Squish’ems and Sours will be on sale in major retailers in the UK.
The launch will be supported by a media campaign which will include advertising, social and digital media as well as sampling activity.
The rebranding for Rowntree’s covers Nestlé’s full range of sugar sweets including Fruit Pastilles, Fruit Gums and Jelly Tots as well as Randoms.