Sherbet dips back on to our shelves

Harriet Rodgers hands out Sherbert Fountain’s on London’s South Bank

A SADDLEWORTH company has created what is thought to be the world’s first edible advertisement.

The “Dabvert” — as it has been dubbed — promotes the relaunch of iconic confectionery brand Sherbet.

Pelican PR, in Holly House, Mill Street, Uppermill, created the advertisement in record time following the media furore created last week when Blackpool-based Tangerine Confectionery announced it was modernising the packaging of the Sherbet Fountain.

It was taken on to the streets of London to introduce the new pack to consumers and canvas opinion on the new-look product.

The Saddleworth-based food and drink specialist created the edible advertisement following last week’s media response to the introduction of a new packaging format for the brand, which has been in existence since 1925.

Pelican managing director Michael Bennett said: “We needed to demonstrate to consumers that while Tangerine has modernised the pack, the famous Sherbet Fountain combination of liquorice stick and sherbet remains the same. What could be better than letting their taste buds decide?”

Launched in 1925, retro sweet icon Sherbet Fountain has been updated with a re-sealable tube for product freshness and to stop the sherbet from escaping.

Helen Sears, group marketing manager of Tangerine Confectionery, said: “Sherbet Fountain was launched more than 80 years ago and many people will remember it as a favourite from their childhood.

“For the product to be here for another 80 years we knew that it needed to appeal to new a generation.”