Moshi Monsters to take on Haribo with sweet launch

Moshi Monsters: readies sweet launch
Moshi Monsters: readies sweet launch

Moshi Monsters, the children's online phenomenon, is to move into confectionery with the launch of fruit foam and jelly sweets.

The sweets will be rolled out from 1 January in 12 "Moshling" monster shapes. Flavours include bubble gum and strawberry, which will be sold in 45g bags, priced 50p.

Moshi Monsters began as a game in 2008. It has since moved into other categories, which include toys and books, and it has even spawned a pop-up shop in West London. Further brand extensions are planned in the future.

Moshi Monster's move into confectionery means it will be taking on established players such as Rowntree and Haribo. It is unclear at this stage what marketing support the sweets will be supported with.

The sweets are being made by Bazooka Candy Brands, the confectionery arms of Topps company, which makes chewing gum and collectibles.

The Moshi Monsters brand was created by British entrepreneur Michael Acton Smith and is owned by Mind Candy. The brand has also proved a hit in the US.

Follow John Reynolds on Twitter  @johnreynolds10

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