Tangerine acquires Wham and Highland Toffee
14 October 2011 – Tangerine Confectionery has acquired the iconic Wham and Highland Toffee brands from Millar McCowan, which recently entered administration.
The acquisition of both brands is part of an ongoing growth strategy for Tangerine which has seen its turnover quadruple to more than £160million in the last five years.
Instantly recognisable, the Wham brand has been a firm favourite for over 25 years, and in recent times has expanded into new flavours and formats including minis and sharing bags. With over 80 years of heritage Highland Toffee is also a perennial favourite.
Wham enhances Tangerine’s position as the number one manufacturer in kid’s singles. It also means that Tangerine now has six out of the top ten chew bar brands, expanding a category-leading portfolio which includes, Barratt Refreshers, Sherbet Dip Dabs, Sherbet Fountains, Black Jacks and Fruit Salads.
Highland Toffee will broaden Tangerine’s more traditional confectionery offering alongside brands such as Taveners, Lion and Jameson’s. These sit amongst a broader portfolio which includes the market leading brands Butterkist popcorn, Princess Marshmallows and Henry Goode’s Soft Eating Liquorice.
Alison Lewis, marketing director, for Tangerine Confectionery, says, “To have secured the Wham and Highland Toffee brands and to be adding them to a portfolio which includes some of Britain’s best loved sweets is a significant step for the business. They both retain such a strong appeal for adults and kids alike and have a natural place amongst our family favourites.”
