Tangerine’s Barratt brand is back in business

Tangerine Confectionery is marking the 170th anniversary of Barratt with a Spring relaunch of the retro sweets brand.

Last seen on shelves in 2013, the Barratt brand portfolio will include: DipDab, Refreshers, Nougat, Sherbet Fountain, Fruit Salad, Black Jack, Wham, Refreshers Softies and Fruit Salad Softies.

Eight of the ten best-selling Tangerine Confectionery SKUs will also be housed under the Barratt brand, including top seller the Barratt DipDab 23g.

The new launch is being supported with an initial investment of £2.6 million, including a new website, full redesign, and TV advertising.

In addition to Barratt’s return to shelves in March, Tangerine Confectionery has also announced the launch of a Sour Apple flavour DipDab – a new take on the well-known lolly, with a sour green sherbet dip.

The new flavour has been designed to provide for the increasing demand for sour tasting confectionery, which has grown by 213% in the last year. The product is available in Asda stores and various independent retailers.

Russell Tanner, marketing and category director at Tangerine Confectionery, says, “Our recent research has shown that a key global trend for 2018 continues to be ‘Kidulting’, the popularity of treats and sweets geared towards adult consumers who are looking for ways to relive their childhood and eat the sweets that remind them of their youth. The study showed that simple pleas­ures, like eating a DipDab, helped adults reconnect with their inner ‘big-kid’.

“Barratt’s key messaging and range of products align perfectly with this trend, reviving sweet memories and a sense of nostalgia, while encouraging adults to take respite from ‘grown up’ responsibilities to embrace the fun of sweets. The brand perfectly recaptures the simple joys of childhood.

“We expect the new Sour Apple DipDab flavour to fly off shelves, as consumers enjoy a sour version of the well-loved product and welcome back the Barratt brand they know and trust.”

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