Nestlé Confectionery is launching a new Rowntree’s randoms sharing bag from 23 August 2010.

To build excitement around the launch, the brand will be supported by a huge £3m million media spend and will also invite the most random of its 250,000 Facebook fans to exclusive events where they’ll be able to sample the new sharing bag with its new shapes.

The new 195g bag, retailing at £1.45, will also contain 10 fun new shapes, including foamy jigsaw pieces, padlocks and diggers.

Graham Walker, Nestlé UK trade communications manager, says: “The launch of Rowntree’s Randoms has been an incredible success, and the new sharing bag format is a natural move for the brand. Launched in response to consumer demand and with the majority of Rowntree’s Randoms consumers already buying into sugar sharing bags, it will undoubtedly provide a huge profit opportunity for retailers.”