Maynards Bassetts Winegumsgift Carton, 400g

Product Information

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] For reasons of hygiene and safety, personal grooming products, cosmetics or items of intimate clothing cannot be returned. The slogan will also feed into more product launches, which are already in the pipeline. Some of those ideas have been inspired from outside the confectionery category, in areas Burditt calls “consumer landscape adjacent”, to see what consumers are looking for when they try something new. There’s a lot of room for us to build meaning behind the master brand and living life more juicy. We are asking how we can move it forward so that it is not just about remembering this line but building meaning behind it,” she adds.

Mondelez conducted extensive research on the campaign before relaunching, finding that most people still remembered the 90s strapline. It believes this will help to re-engage customers, although Burditt admits there are challenges. 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.” 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. I've already converted many in the US to these. There is NOTHING in the world that compares to the flavour intensity and chewy texture of Maynards Wine Gums. Miss these terribly from the UK, but THANK YOU BCS for making these easily accessible for this humble addict. Unwanted Food or Drink Products - Once supply conditions are broken, there are a number of factors outside of our control that can affect the quality of a product. Therefore perishable goods such as food and drink cannot be returned.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!

Burditt says: “Over time we have had ups and downs, there always are, but we definitely have seen an opportunity to regain share we’ve lost by engaging with consumers [through this campaign].” 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.

Maynards Bassett's Mint Favourites 192g (Box of 12)

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. 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. Burditt explains: “We’re seeing private label declining which speaks to us as we are re-engaging with our consumers.” 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.”