The two names have joined forces to create a master brand, owned by Mondelēz International. The company appointed Bulletproof to create the revamp in March last year and the new packs will hit stores next month.
The redesign includes the introduction of a NPD, Bertie’s Jelly Mix featuring an assortment of jelly sweets in fruity flavours and iconic shapes. In addition to the NPD, the portfolio of classic British favourites will include Wine Gums, Jelly Babies and Liquorice Allsorts.
According to Bulletproof, the designs were created to bring a sense of “lightheartedness silliness”. The brand owner arrived at the notion of ‘A bit of British Bonkers Inventiveness’ to capture the heritage of the two brands that is supported by the individual, quirky product assets.
Max Adams, Brand Manager Candy UK&I at Mondelēz International says: “Faced with the challenging brief to combine these two classic British brands, Bulletproof have delivered a creatively compelling design that celebrates the individuality of the various products in the newly combined range, while delivering visual punch on shelf. We believe the new design will bring some excitement to consumers and help shoppers locate the packs in store.”