Justin Thomas, managing director of Bon Bon Buddies.
The Welsh confectioner has tapped into US and Chinese markets for the first time with its own-brand range of sour sweets, Brain Blasterz.
Already successfully exporting its sour confectionery to the Middle East and Nordic countries, the Blackwood-based confectioner’s Brain Blasterz range will now appear on shelves in retailers and independents across the new territories from February.
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 foreign audiences.
Not only has the range been expanded, the packaging has also been redesigned and new flavours such as salty
Managing director Justin Thomas said: “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.
“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% increase in sales during the 2015/16 financial year.
In the same year, Bon Bon Buddies opened its first Chinese headquarters in Hong Kong, which opened up many doors into the competitive marketplace.
Bon Bon Buddies aims to grow its annual Brain Blasterz sales to £10m across all territories by 2020.
The refreshed Brain Blasterz range was unveiled for the first time at this year’s ISM, the world’s largest trade fair for sweets and snacks in Cologne, Germany.
Justin continued: “Securing deals in new territories marks the beginning of an exciting year for Bon Bon Buddies.”
“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.”
Based in Blackwood, South Wales, Bon Bon Buddies is Europe’s premier supplier of character and branded confectionery.
Founded in 1993, the company has eight dedicated European sales and logistics facilities, with further distribution in Central Eastern Europe, China, UAE, and many other markets.
Bon Bon Buddies is one of only two companies in Wales to be featured in the Sunday Times HSBC International Track 200 League Table, which ranks Britain’s fastest growing international sales performers.