ISM 2018

Bon Bon Buddies targets $14m sales for Brain Blasterz upon expanding to US and China

By Douglas Yu contact

- Last updated on GMT

Brain Blasterz accounts for 5% of Bon Bon Buddies' overall sales. Photo: BBB
Brain Blasterz accounts for 5% of Bon Bon Buddies' overall sales. Photo: BBB

Related tags: Bon bon buddies, Middle east, Confectionery, Candy

UK confectioner Bon Bon Buddies (BBB), 80% of whose business is in licensing, has unveiled a branded range of sour candies with new packaging under its Brain Blasterz range.

The new line - laumch at ISM in Cologne, Germany - includes Brain Bitz, Oozing Brain Gum, a 3D lolly and spray candy among 11 products in total.  They are available in salty salmiakki, cola, and tropical flavors, as well as the original apple watermelon, lemon, and berry.

Brain Blasterz was launched in 2011, around the same time when BBB opened its first Chinese headquarters in Hong Kong.

The brand has gone “from strength-to-strength, amassing huge followings across 20 countries (including Middle East and Nordics) and seeing a 33% rise in sales during the company’s 2015-2016 financial year,”​ said BBB. It currently accounts for 5% of the company’s overall sales.

BBB also brought Brain Blasterz on shelves in retailers and independent stores across China and the US for the first time starting February this year, targeting its core audience, 8 to 12 year olds.

Brain Blasterz is expected to grow 30% in revenue year-over-year after entering China and the US markets, said BBB. The brand anticipates annual sales worth of £10m ($14m) all territories combined by 2020.

Healthy Disney confections

At ISM, BBB also launched rebranded Fruitickles through a licensing partnership with Disney, which comprises five products made of 99% fruit in mixed strawberry, orange, and blackcurrant flavors.

Characters from Frozen, Cars, Spiderman, Star Wars and Disney Princess are featured on the packaging, said BBB. The singular consumption packs and multipack boxes of these products will be available across European, Middle Eastern, and African regions in September 2018.

Fruitickles is a “fruity and healthier alternative to traditional confectionery, exclusively designed and produced by [BBB] for Disney’s new healthy living initiative, Disney Kitchen,”​ said the company. It is also a portion controlled, gluten-free product without added sugar, artificial flavors or colorings and is suitable for vegetarians.

Justin Thomas, managing director at BBB, said the team had spent the past 12 months developing and updating these confectionery lines. He is hoping the company will maintain its 10% growth in sales every year.

Related topics: Manufacturers, Candy, Emerging Markets

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