Candyland repackages ABC

Candyland recently repackaged its oldest jelly candy brand, ABC Jelly (launched in 1990), using brighter shades of green and yellow and adding animated artwork of children. Candyland has increased its jelly production capabilities and the objective of the new packaging is to increase demand among target audiences (children between two and eight years old). According to Sumera Mansoori, Head of Marketing, Ismail Industries, the intention is “to keep the brand top of the consumer’s mind.” The change was announced with an animated TVC (conceptualised by Manhattan Leo Burnett) featuring nursery children on a fieldtrip to the zoo. With increased production capacity and packaging changes [the packaging of Chili Milli has also been changed], Candyland is upping the ante on archrival Hilal Foods which dominates the jelly market with 13 different brands of jelly candy.