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Welsh Confectioner Taps into US and Chinese Markets

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Blackwood-based Bon Bon Buddies, Europe’s premier manufacturer of character and branded confectionery, has launched its flagship own-brand product, Brain Blasterz, in the US and Chinese markets for the very first time.

Already a leading sour confectionery in the Middle East and Nordics, the Welsh confectioner’s Brain Blasterz range will appear on shelves in retailers and independents across the new territories from February.

(C) HUW JOHN, CARDIFF

Ahead of the launch, Bon Bon Buddies refreshed the sour candy line to reflect the evolving preferences of its core audience (8-12 year olds) and to appeal to its new audiences, by expanding the range, designing new, bold and funky packaging and introducing new flavours such as salty salmiakki, cola and tropical, while retaining its original apple, watermelon, lemon and berry tastes. New additions to the range include sour and cool Ice Blasterz, a Brain Blasterz gunk blaster and a 3D lolly.

“We’re extremely proud of our Brain Blasterz range and we’re thrilled to be bringing this international favourite to new audiences in the United States and China,” said Justin Thomas, managing director of Bon Bon Buddies. 

“The brand has performed extremely well in our existing territories, building in popularity year-on-year, which reflects the demand for mega sour sweets. In a bid to expand the international Brain Blasterz footprint, we feel that now is the right time to take on signature sour candies in the American and Chinese markets to show people what they’ve been missing.”

Since launching in 2011, the Brain Blasterz range has gone from strength-to-strength, amassing huge followings across 20 countries and seeing a 33 per cent rise in sales during the company’s 2015-16 financial year. In the same year, Bon Bon Buddies opened its first Chinese headquarters in Hong Kong, which opened many doors into a competitive marketplace for the confectioner. Bon Bon Buddies aims to grow its annual Brain Blasterz sales to £10m across all territories by 2020.

The refreshed Brain Blasterz range will be unveiled for the first time at ISM, the world’s largest trade fair for sweets and snacks in Cologne, Germany (28 – 31 January 2018). Brain Blasterz can be purchased from a number of UK retailers including Asda, Tesco, Morrisons and Lidl.

“Securing deals in new territories marks the beginning of an exciting year for Bon Bon Buddies”, continued Mr Thomas. “It builds on the success of our previous 12 months, during which we secured a number of exclusive contracts with global brands, such as entertainment giants Universal and Disney.”

Established in 1993, Bon Bon Buddies has grown to become Europe’s premier provider of licensed and own-brand character confectionery to more than 40 countries worldwide, with eight dedicated European sales and logistics facilities with further distribution in Central Eastern Europe, China, South East Asia, the Middle East and the US.