World of Sweets expands Gumi Yum range with two PMP bags

World of Sweets has expanded the Gumi Yum range with two new £1.25 PMP bags.

The launch of Gumi Yum Rainbow Ribbons and Gumi Yum Rainbow Tubes builds on the momentum of Gumi Yum Surprise, the interactive confectionery range that combines fruit-flavoured gummy layers with a collectable toy inside.

With toy collections including Minions & Monsters, Wildlife and Transformers, Gumi Yum has established itself as a standout brand in kids’ confectionery.

World of Sweets reports that Gumi Yum Surprise has already achieved strong category performance, including recognition as the top single NPD SKU adding value to the sweets category and the best-performing single line in symbols & independents over the last 52 weeks.

Globally, the brand has also generated huge social media awareness, with more than 500 million views and over five million likes on TikTok.

The new bagged launch gives retailers another way to capitalise on that demand, extending Gumi Yum into one of the most important confectionery formats. Share bags account for 71% of value sales and 66% of volume sales in the UK confectionery market, with both in 52-week growth (Circana).

Gumi Yum Rainbow Tubes feature five sour coated sweets with a creamy centre, in Peach, Apple, Blueberry, Strawberry and Pineapple flavours. Gumi Yum Rainbow Ribbons are peelable, fruit-flavoured rainbow strips with a sour coating, tapping into growing shopper demand for texture, novelty and interactive sweets.

Louisa Jones, senior brand manager at World of Sweets, said: “Gumi Yum has quickly become one of the most exciting brands in kids’ confectionery, combining flavour, fun, collectability and social media appeal in a way that really connects with shoppers.

“The success of Gumi Yum Surprise, including Minions & Monsters and Wildlife, has shown there is a clear appetite for sweets that deliver more than just great taste. Shoppers want products that feel fun, interactive and worth talking about.

“The new Rainbow Ribbons and Rainbow Tubes bags build on that momentum and give convenience retailers and independents a simple, high-impact way to bring Gumi Yum into their bagged sweets fixture. At £1.25 PMP, they offer strong value, shelf standout and a clear reason for shoppers to buy.”

The new Gumi Yum bags will be available through World of Sweets, Hancocks and Bobby’s.