Initial focus to be on confectionery and food, plus key non-food categories.
Brand extension specialist Sweet Connexion has teamed with confectionery maker Charles Butler Artisan Confectioner to grow the brand into new consumer products categories.
The brand initially came to life when Richard and Chris Pitchfork from Sheffield-based sweets manufacturer Maxons came across an Almanac dated 1848.
This included a few of Charles’ recipes and the duo made the decision to make some sweets sticking as close to the recipes as possible.
With the support of Sweet Connexion, the Charles Butler brand came to life in the form of six confectionery lines – with Barley Sugar, Liquorice and Blackcurrant and Fruit Rock joining the original Chocolate Limes, Mint Rock and Fruit Drops.
Now, Sweet Connexion is eyeing expansion into further confectionery and food products such as chocolate, fudge, popcorn and preserves.
In addition, there is also potential in non-food areas including cooking aprons, mugs and tea towels.
Carl Richardson, md of Sweet Connexion, commented: “This is a great opportunity to work with potential licensees which are looking to take on a brand that’s not only different, but also also offers real sales potential.”
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