Ferrara Candy has revealed its latest innovation that is set to drive premiumisation and shake up grocery and convenience aisles across the country with Nerds Gummy Clusters. Created by sugar candy makers Ferrara, Nerds Gummy Clusters is an innovative range combining the popular texture of gummy sweets with a coating of tangy and crunchy Nerds.
There are five SKUs in the Nerds Gummy Clusters range and two flavour varieties – Fruits and Berries – in two formats, 113g sharing bags and 45g singles. The range also contains Nerds Rope (26g), a crunchy and gummy string of tangy and sweet flavours, all delivering a multi-sensorial experience for the consumer.
The new launch comes off the back of great momentum seen over the last 12 months from the legacy Nerds range in the UK (+65 per cent YoY). There is now a clear opportunity to elevate the category and drive premiumisation with Nerds Gummy Clusters in the UK, given the tremendous growth seen in the US, where Nerds has delivered the highest growth in the Sugar Candy category over the past two years (23 per cent contribution to growth) . Moreover, in the latest 52 weeks, Nerds household penetration has hit an all-time high with 2/3 of households now repeat buyers.
“We’re ready to shake up the sugar confectionery market with our breakthrough product and bring shoppers a truly unique offering that satisfies the tastebuds of those looking for a textural adventure," said Colin Taylor, trade marketing director at FBC UK. There was no better time to launch Nerds Gummy Clusters in the UK, as we’ve seen booming success in the US. In fact, Nerds Gummy Clusters shoppers are spending 55 per cent more than the category average in the US , so we know this range is effective at trading up shoppers and unlocking a delicious amount of opportunity for retailers.
“What's more, the new Nerds Gummy Clusters will help retailers tap into the trend of newstalgia, by reinventing an iconic brand and driving shopper trial. Nerds is growing in both awareness and popularity in the UK, with 70 per cent of Brits claiming they have heard of the brand , so now is the perfect time for retailers to introduce the brand to their stores.”
The Nerds Gummy Clusters launch will be backed by a significant investment for the wider brand from July this year to December 2025. This includes outdoor and digital advertising, as well as video-on-demand partnerships with ITV, Channel 4 and Amazon Prime, and activations and targeted sampling at festivals such as Barcode.
Ferrara Candy’s recent partnership with FBC UK, the sole importer of Nerds Candy in the UK and Republic of Ireland, will see Nerds Gummy Clusters land in major grocery multiples from July. Independent convenience retailers can stock up from selected wholesalers from August. Gummy Clusters are fully compliant to UK & EU food regulations. Ensure to buy from your reputable wholesaler.
