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Leaving a sour taste? Caroline Mickler on the rise and rise of Toxic Waste Sour Candy
Caroline, you look after a number of brands so we’ve spoken to you a few times before. People can read articles with you here and here! One of the newer licenses you work with is Toxic Waste Hazardously Sour Candy. For those unfamiliar with it, what is that?
It’s a phenomenally popular, one-of-a-kind, double-action sour treat! It comes packaged in an iconic drum barrel, which is a hit with candy lovers of all ages. It’s achieved widespread retail listings through the European distributor, Newbridge Confectionery…
I can find it in larger stores?
Yes, including B&M, Morrisons, Tesco, Home Bargains, Poundland and The Range to name just some. The brand’s annual sales growth has been significant with a 30% increase year on year.
Impressive. What makes the brand remarkable?
Its extreme flavours and iconic packaging – with bright, vibrant colours – combine to leave behind a lasting memory long after the candy has melted away.
And what kind of products are you helping to bring to market, Caroline? And with whom?
Morrisons was the first off the starting blocks with the very successful launch of CRC’s Toxic Waste Sour Blue Raspberry and Strawberry Slime Lollies, which Morrisons supported with in-store marketing and promotions as well as a video which went viral on TikTok. Heron and Home Bargains quickly followed, also supporting the launch with in-store marketing.
Toxic Waste carbonated drinks in sour apple, blue raspberry and lemon and lime was the next launch – snapped up by Poundland. A number of new food and drink products are scheduled for next year from CRC and Manchester Drinks, the latter for slush pouches.
Terrific stuff! I love the packaging; that really pops. Now, one thing associated with these sweets is the Toxic Waste Challenge… This entails seeing how long you can keep one in your mouth! Dare I ask, Caroline: have you taken the challenge?
What can I say, other than I’m unlikely to win any Toxic Waste Challenge! Luckily there are millions of others who can! But now that you mention it, Deej, if you’d like to take the challenge let me know – I’ll send you some sweets!
Oh, strewth! I’ve scored a bit of an own goal with that question! I’ll give it a go, though… How hard can it be?! And tell me: is there anything else you’re on the lookout for in regard to this brand?
While the heartland for the brand is undoubtedly food and drink, in which we have considerable interest as one would expect, the brand’s appeal certainly extends beyond. Following the launch of plush Toxic Waste gift items, by Heathside, other categories including apparel and personal care are in the works.
Great stuff. In wrapping this up, Caroline, tell me what’s the one question I could’ve asked you about Toxic Waste today but didn’t?
You could’ve asked if Toxic Waste Hazardously Sour Candy is a social-media Phenomenon.
I certainly could’ve asked that! Is it?
Yes, it really is! Consumers engage with the brand massively with views in the millions: #toxicwaste has 57.7m; #toxicwastecandy has 10.9m.
Fabulous. Thanks Caroline!
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