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Crumble bag; BP National sells the Violet Crumble bar and Violet Crumble bag; and EG Fuels National sells the Violet Crumble Bar, Violet Crumble Nuggets and Violet Crumble bag. Mr Sims says portion control and a focus on health are boosting confectionery considerations in convenience outlets, resulting in increasing consumer demand for formats and miniature versions. Mars Wrigley relaunches 5 Gum in Australia Mars Wrigley recently relaunched 5 Gum to the market, highlighting its “youthful” brand positioning, “sleek” black packaging, sugar free formulations and “fruity confection- inspired” flavour profiles. New flavours include Cool Mint, Watermelon Burst and Blueberry Rush. They can be found at major convenience outlets across Australia, including 7-Eleven and Caltex. The new sugar free formulations, said to bridge the gap between gum and permissible treating, have a longer lasting flavour as well as an improved texture to offer consumers a better chew, Mars Wrigley Portfolio Director for Gum and Mints Michelle Gazzola told Convenience World. “The launch has been successful, including fast distribution and traction with our customers on landing impactful in-store theatre,” she said. Ms Gazzola says gum is a “repertoire category” with “plenty of headroom” for growth in penetration in a market where most consumers are light buyers, with just two to four purchases a year. “It’s important to continue to recruit and re-recruit new users, so we need to ensure we continue to prime them out of store and capture attention in-store to convert purchases,” she said. However, she says this is challenging, with time-poor consumers exposed to millions of messages from increasingly fragmented media channels, which makes competing for their attention “to stand out and be noticed, remembered and understood” difficult. Ms Gazzola emphasises that this is the case not only in the media landscape but in-store too, with gum TO PAGE 54 CONFECTIONERY NEW MAY/JUN, 2020 CONVENIENCE WORLD 53