Bold new look for old favourites

18 May, 2007

Cadbury Trebor Bassett is supporting the relaunch of Bassett s Allsorts and Jelly Babies with a £3 million marketing push.

The new-look packaging, which will feature on packs of Bassett s Allsorts Decadent Desserts, Luscious Liquorice, Fabulously Fruity and Bassett s Jelly Babies, is designed to be a "bold and modern take on the much-loved classic look", according to a spokesman.

Cadbury has also adapted its recipes to include natural colours and flavours in an attempt to appeal to health-conscious consumers.

Kate Harding, Cadbury's acting head of customer relations, said: "The eye-catching new packaging of Bassett s Allsorts will re invigorate the range, strengthening the appeal to existing consumers as well as those just discovering the brand."

The relaunched packs will be available from June in 215g bags (rrp £1.25) and a marketing campaign will kick off in July until the end of August.

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