Bon Bon Buddies sets multi-million target for Brain Blasterz brand

By Douglas Yu

- Last updated on GMT

Brain Blasterz accounts for 8% of Bon Bon Buddies' overall business.
Brain Blasterz accounts for 8% of Bon Bon Buddies' overall business.

Related tags Brand Confectionery Tesco Bon bon buddies

UK firm Bon Bon Buddies has expanded its sour confectionery range Brain Blasterz as it hopes to rake in $13m annual sales for the brand by 2020.

It comes as demand for confectionery with collectibles is on the rise, according to the company's consumer research.

Bon Bon Buddies  - one of the largest licensing candy companies in Europe - has expanded beyond its core licensing business, which makes up around 80% of its overall ​sales.

We’re incredibly proud of our own-brand products and make it a priority to continue investing in our own sweet ranges,”​ said the company’s managing director, Justin Thomas.

Brain Blasterz’s collectable elements

New Brain Blasterz products include a surprise egg filled with sour candy (10 g, RRP £0.89); a collectable Sour Brainz mini tins bursting with sour candy (22 g, RRP £1.00); an Oozing Brain gum in a brain dispenser (30 g, RRP £1.00); and a collectible hard candy coin bank (144 g, RRP £2.69) consisting of seven fruity flavors and triple the amount of sweets than the standard Hard Candy tub, according to the company.

All Brain Blasterz products can be purchased from retailers, such as Asda, Tesco, Morrisons and Lidl. They are also available online at Amazon and Party Delights.

“Bon Bon Buddies has taken learnings from the success of our Surprise Egg, which sold over 10 million per year, and our Crispy Choc Tins, of which over 70,000 were sold in one week in leading UK retailers, when looking at new products for Brain Blasterz,”​ Thomas said.

“Fans also told us they wanted more products with collectability elements, so creating a Brain Blasterz Egg and Metal Tin allowed us to give our fans what they wanted.”

“Brain Blasterz are sold across Europe and the Middle East, including the Nordics and the UAE,”​ Thomas added. “Brain Blasterz exports currently account for 4.5% of our business.”

£10m target

Bon Bon Buddies’ own brand products makes up 10% of its overall business, of which Brain Blasterz accounts for 8%, the company told ConfectioneryNews.

“Our Brain Blasterz brand has grown from strength-to-strength since its launch five years ago, and in the last year alone, sales have increased by 40% in the UK,”​ Thomas said.

Brain Blasterz’s year-over-year growth is a reflection of sour confectionery category’s burgeoning popularity, particularly in the UK market, he said.

“Our Brain Blasterz Facebook page has grown by 80% year-on-year and a now a new YouTube video featuring Brain Blasterz is being created almost every day by fans. We’re confident that the sour confectionery market will only go from strength to strength in the coming years.”

Bon Bon Buddies is hoping to grow annual Brain Blasterz brand value sales to £10m ($13m) across all territories by 2020.

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