Nassau Candy appeals to ‘generation alpha’ with latest gummy series

US-based Nassau Candy, a key manufacturer of specialty and private label confections, has unveiled flagship products in its major new Clever Candy Everyday Packaged Line, writes Neill Barston.

As the business explained to Confectionery Production, its latest series features peg bags of Clever Candy’s well established bulk gummies, offering a whole new way for retailers to merchandise and for customers to enjoy.

Geared towards the super-visual ‘Generation Alpha’, packaging for the Clever Candy line is graphically engaging and interactive, and like the tagline says, is sure to “make your sweet tooth smile.” The peg bags feature the brand’s signature “splats” in vivid colours with the corresponding confections prominently displayed in playful poses.

As the business notes, while customers are snacking, they can engage with jokes, or fun facts on every package, adding to the entertaining experience. All these elements forward Clever Candy’s mission “To spark imagination and creativity in every bite.”

The initial release of the packaged line will include twelve 4 oz peg bags of the following items: Killer Sharks — Best-selling shark gummies in “jawsome” raspberry flavours, Wacky Whales,  and Snappy Sharks — Brilliantly coloured raspberry shark gummies with a satisfying marshmallow belly create “fin-tastic” gummy magic.

Other options within the range include Sour Cherry Cola Bottles — Gummy soda bottles boasting big cherry cola flavour with the shimmer of sour sanding sugar, Sour Cola Bottles, Pucker Up Peachy Hearts, Tart Twin Cherries, and ‘Bold Bestie Bears.’

“The Clever Candy Everyday Packaged Line was curated with our retail service partners without bulk capabilities in mind,” said Andrew Reitman, Executive Vice President, National Brand Confections for Nassau Candy.

“Made up of an assortment of our best-selling bulk items, the Clever Candy Everyday Packaged Line provides an opportunity for retail service partners to increase their confectionery offerings with skus we know will resonate with their customer base.”

This introduction is only the first phase of the Clever Candy Everyday Packaged Line. There are already plans to expand as new trends, shapes, and products emerge. There will also be seasonal rollouts for all major holidays.


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