Sherbet Fountains heads to Australia in export push

By Guy Montague-Jones

- Last updated on GMT

Related tags: Butterkist, Confectionery, Australia, Tangerine, Tangerine confectionery

Tangerine Confectionery has signed its “biggest ever” export deal in Australia as the British company looks to capitalise on demand for heritage brands in foreign markets.

Blackpool-based Tangerine has been sending sweets to Australia for 2 years but has now agreed a distribution deal with Australian Bulk Foods that will see the company supply its products directly.

“Biggest ever”

A spokesperson for Tangerine said it is the “biggest ever export contract”​ for the company. Currently exports account for around 5 per cent of its £155m (€172m) turnover, but with the help of this deal, the sweets company wants to double that figure.

In Australia, Tangerine will sell Barratt Sherbet Fountains and Taveners Proper Sweets. The spokesperson said the company strategy is take advantage of demand for nostalgia brands like these, especially among expats.

Export plans

Tangerine also plans to target other big sweet markets with strong links to Britain like New Zealand, Canada, and South Africa. In these countries the strategy will remain the same.

In April last year Tangerine relaunched Sherbet Fountains with a new re-sealable plastic tube as part of broad strategy to breath new life into old favourites, updating them with more convenient packaging.

Spillage problems with the old packaging have been overcome, and according to the company spokesperson, the new look Sherbet Fountains have proved popular with consumers. Between last May and November, sales volumes of the sweet have increased 20 per cent.

Tangerine Confectionery is the product of three acquisitions over the past three years, bringing together Toms of Denmark, the confectionery arm of Burton Foods and Monkhill Confectionery.

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