Maynards Bassetts Winegumsgift Carton, 400g

Product Information

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.

The campaign, created by VCCP, launches today (7 September) across outdoor and digital. Maynards Bassetts will hero some of its sweets, including wine gums, across a dozen creative executions to highlight that its products are so full of flavour they are about to burst out of their advertising. 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.” Burditt says: “Set the juice loose can mean so many different things. It’s about not just the product but juicy experiences, exciting, fun things in life. It is the juiciness which makes life interesting.” The fact we haven’t engaged with consumers in a while is a real challenge. We’re obviously not starting from scratch and have this amazing heritage but over time, because we haven’t been talking to them, they have formed their own opinions of the brand,” Burditt explains.For reasons of hygiene and safety, personal grooming products, cosmetics or items of intimate clothing cannot be returned. 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.”

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.Bassett’s winegums have been the only fruit sweets I’ve ever cared for. I think fruit sweets are boring. If they’re sour, they’re ok; if they’re Bassett’s winegums, they’re freaking amazing. ALAS, NO MORE.

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] These are by far the best wine gums available on the market, and it is great to see them here at BCS! The flavours are classic and very natural compared with other brands. The texture is also just right, a perfect balance between soft and chewy. A delight to have "on hand" at any time of the day or as a special treat!The company hopes that as consumers have more brand affinity with Maynard Bassetts they become more likely to try its newer products. 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.