When rebrands go wrong

(And how to avoid the pitfalls)

Nestlé UK to roll out Rowntree Randoms

Nestlé UK is gearing up for the launch of Rowntree Randoms, which is set to be the company’s major new sugar confectionery event for 2009.

nestle.gifNestlé UK is gearing up for the launch of Rowntree Randoms, which is set to be the company’s major new sugar confectionery event for 2009.

The foam and gum sweets, containing real fruit juice, come in a variety of colours and flavours. To support the name, it will use the positioning that “no two bags are the same”. It will be launched in the first half of the year.

Industry insiders say that Randoms will be positioned directly against sugar confectionery brand Haribo. It will receive a heavy marketing support campaign, although it is not clear if this will include TV. One insider says: “It is the big event for Nestlé this year, as there will be less focus on chocolate launches.”

The Rowntree core range includes Fruit Pastilles, Fruit Gums, Jelly Tots and Tootie Frooties. Last year, it launched Juice Jellies under the brand.

Meanwhile, Nestlé is also launching a KitKat Chunky Caramel to replace the peanut butter variant, which is now being withdrawn.

The variant was launched two years ago, but one source says that it has “run its course”, despite strong sales after its launch.

In the past, Nestlé launched a series of variants under the KitKat brand, including fruit flavours under the KitKat Editions sub-brand (MW June 17, 2004). But it was forced to whittle back the product range to its core four-finger and Chunky variant, following disappointing sales. A bite-size range, KitKat Kubes, also failed to have an impact on consumers.

Readers' comments (4)

  • There is alot of talk about this new product and that the selling point of no two bags being the same and is in competition with Haribo. The only downside is that like Haribo you have used Pork Gelatine, thus alienating vegetarians & those whose Creed dictate that they can not eat pork products.
    If you could change the recipe, it would be great and aslo well done for adding spinach to a childs diet.

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  • It does not say on the packet where the Rowntrees Randoms are made? Marketed in York - made in ?????
    I like british products for their assured quality and don't like stuff that has travelled from half way round the world.

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  • DEEElicious Randoms....we make up stories with the contents - lay them all out, see what we have in the way of shapes and then create a story with them. I "own" this idea if your advertisers would like to use it one day....
    When o when are you going to launch "grab bags" for the movies etc - these are far better than Haribo which have lost their impetus!!

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  • I grew up on these rowntree hard gums and absolutely love them. But I've now realised that it is made of pork gelatine- is it possible to use a vegetarian gelatine substitute or a halaal gelatine- considering my religious creed- islam- thanks

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