UK confectioner Cadbury will launch Bassetts Red Liquorice Allsorts this month, the company revealed today (2 February).
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Bassetts Red Liquorice Allsorts contain red liquorice and will replace Bassetts Fruit Allsorts.
“[Cadbury] are re-positioning Bassetts Fruit Allsorts as Bassetts Red Liquorice Allsorts,” a spokesperson for the company told just-food.
Kate Harding, trade communications manager at Cadbury, added: “We know from research that the word ‘Allsorts’ resonates liquorice, therefore we want to make the most of this opportunity by launching a red liquorice SKU to complement Bassetts Liquorice Allsorts.”
The company will also introduce a new character, Betty, who will become the face of Red Liquorice Allsorts. She is the counterpart to Bertie Bassett, the character linked to Bassetts Liquorice Allsorts.
The spokesperson revealed that the launch would be supported with marketing activity and Bassetts Red Liquorice will be repackaged in red to differentiate them from regular Allsorts.
“The focus is press advertising, PR and digital activity. There is no TV planned,” the spokesperson revealed.
