Chupa Chups expands its gummy candy offering with the launch of MADS, a new line of jelly beans that offers a unique combination of shape, texture, and flavor. Presented by Perfetti Van Melle, the new product features a cubic structure inspired by the aesthetics of molecules and a dual texture that combines a crunchy exterior with a soft interior.
The goal is to offer consumers a different sensory experience than traditional jelly candies, enhancing not only the taste but also the visual appeal of the product. The new MADS are available in Tutti Frutti and Frutti di Bosco varieties, two flavors designed to appeal to a broad and diverse audience.
The cubic shape is the new product's distinctive feature and helps strengthen its shelf recognition. According to the company, the product was created to differentiate itself in a market increasingly focused on novelty and engaging consumer experiences.
The new jelly beans will be distributed in two different formats. The first is a 45-gram mini bag, intended for consumption on the go and available primarily in bars and tobacconists, with a suggested retail price of €1,50. The second is a 115-gram bag, designed for sharing and intended for large-scale retail outlets, with a suggested retail price of €2,19.
With this new product, Chupa Chups strengthens its presence in the gummy candy sector, a segment that continues to show dynamism thanks to the introduction of new flavors, formats, and textures. The company focuses on product innovation as a strategic lever to maintain consumer interest and consolidate its brand positioning.
To support the launch, an international communications campaign has been developed centering on the "Mads," characters designed to embody the playful and surprising nature of the new line. The campaign will be delivered through digital activities, social media, and DOOH (Digital Out of Home) channels.
