Maynards and Bassetts unite to form new “adult candy” Brand

Confectionery brands Maynards and Bassetts have been brought together under one identity to form a new “adult candy” brand.

The newly formed Maynards Bassetts brand is operated by Mondelez International and features confectionary including Wine Gums and Liquorice Allsorts. The new Maynards Bassetts masterbrand has been created by Bulletproof. Bulletproof are a design agency based in London, New York and Singapore. They have also designed all the packaging for the new brand.

Bulletproof has created a new Maynards Bassetts “plaque” that can sit on the packs. The consultancy describes the new plaque as “a conduit where the intrinsic values of the products tumble in through the top and out again, turning into a wonderful, colourful and dynamic flavour slide that delivers the sweets or characters, such as Bertie, in a dynamic and exciting way.” As well as redesigning the packaging for existing Maynards Bassetts ranges, Bulletproof has also created designs for a new product – Bertie’s Jelly Mix. The new packaging is set to roll out next month.