Nestlé releases new Rowntree’s Randoms alongside rebranding

22/01/2020

Nestlé releases new Rowntree’s Randoms alongside rebranding



Nestlé has launched new variants of Rowntree’s Randoms to coincide with the fruit-flavoured sweet range’s tenth anniversary. The introduction coincides with a major refresh of the Rowntree’s brand.

Sharing bags containing only Squish’ems (squishy foam and fruity jelly in one sweet), Foamies (foamy sweets) and now sour sweets, Randoms Sours, have joined the existing range of Rowntree’s Randoms in the UK. Seasonal selection Randoms Easter mix has also been released.

Rowntree’s Randoms were introduced ten years ago and feature jelly sweets in a variety of random shapes with six flavours: raspberry, cherry, blackcurrant, orange, lime and ice cream. The new range adds several new shapes including a hashtag, a gnome, a unicorn and a flamingo, while sweets shaped like a cake, birthday present, party popper and number ten are all added to celebrate the line’s tenth anniversary. There are more than 100 shapes in four different textures and six different flavours.

In addition to the new shapes, the green sweets, which were previously lime-flavoured, will now be apple-flavoured after the change proved more popular in testing. Nestlé said all of the sweets continue to contain no artificial colours, flavours or preservatives.

Rowntree’s assistant brand manager Hannah Smithson said: “We are so excited to announce all of this new news for Rowntree’s Randoms. There is truly something for everyone in the new range whether you prefer the jelly Squish’ems, the foamy sweets or something a little more on the sour side.

“We’ve been working very hard to make this year the best yet for Randoms and are delighted to introduce new shapes, tastes, textures and flavours that all our consumers will absolutely love.”

The new Rowntree’s Randoms launch will be supported by a media campaign, which will include advertising, social and digital media as well as sampling activity.  

The introduction comes at the same time as a major rebrand for Rowntree’s, which covers Fruit Pastilles, Fruit Gums and Jelly Tots as well as Randoms.

New packaging includes brighter colours and more prominent branding, while the Rowntree’s logo itself has a more modern look with a darker green colour and updated font.

Alongside the new Rowntree’s Randoms products, Nestlé has announced it will discontinue Tooty Frooties, the chewy sweets with a hard shell that date back to the 1960s.

A Nestlé spokesperson said: “Sweet tastes and trends change over the years and Tooty Frooties have become much less popular in the decades since their launch. In 2019, people prefer the jelly and foamy sweets you find in Rowntree’s Randoms and that’s why we’ve decided to concentrate on new products under the Randoms brand.”