The slogan will also feed into more product launches, which are already in the pipeline. Some of those ideas have been inspired from outside the confectionery category, in areas Burditt calls “consumer landscape adjacent”, to see what consumers are looking for when they try something new.

I've already converted many in the US to these. There is NOTHING in the world that compares to the flavour intensity and chewy texture of Maynards Wine Gums. Miss these terribly from the UK, but THANK YOU BCS for making these easily accessible for this humble addict. There’s a lot of room for us to build meaning behind the master brand and living life more juicy. We are asking how we can move it forward so that it is not just about remembering this line but building meaning behind it,” she adds.

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Burditt says: “Over time we have had ups and downs, there always are, but we definitely have seen an opportunity to regain share we’ve lost by engaging with consumers [through this campaign].” Owner Mondelez’s UK and Ireland associate director of joyful and refreshing candy, Elise Burditt, explains: “This isn’t a short-term play, this is about building long-term equity to build this healthy sustainable business going forward.” Charles Riley Maynard started his business in 1880 by producing confections in a kitchen with his brother Tom in Stamford Hill, London, while his wife Sarah Ann served the customers. Maynards sweets grew steadily and was launched as a company in 1896. Maynards Wine Gums were introduced in 1909 by Maynard's son Charles Gordon Maynard. It took Charles Gordon Maynard some time to persuade his strict Methodist and teetotaller father that the sweets did not contain wine, [1] after which the father accepted that the sweet was to be marketed as an alternative to alcohol. [2]

However, Maynard Bassett has seen brand trust rise during coronavirus as consumers crave well-known trusted brands. That has given it even more confidence to invest behind its brand and products. Burditt explains: “We’re seeing private label declining which speaks to us as we are re-engaging with our consumers.” She explains: “That’s one disadvantage of us not being in regular communication because Maynard Bassetts wine gums are the original. When we’re not communicating about our brand and our product, consumers may not take away which one is the branded and which one is the private label.” The company hopes that as consumers have more brand affinity with Maynard Bassetts they become more likely to try its newer products.For reasons of hygiene and safety, personal grooming products, cosmetics or items of intimate clothing cannot be returned. The campaign marks the first time Maynard Bassetts has advertised since 2016 in a bid to re-engage with consumers and build purpose into products and the master brand. So. Bassett’s have improved their winegums by changing the recipe. I realise this happened quite a while ago, but I (will admit that I) typically only buy Bassett’s when travelling, and then get an absolute boatload of them at the duty free shop and overdose seriously. This is only because they can be hard to find locally.