What moved (Sep '25 – Aug '26)
| Metric | Sep 2025 → Aug 2026 | Change |
|---|---|---|
| Awareness | 83% → 92% | +9pp |
| Consideration | 67% → 73% | +6pp |
| Claimed Usage | 52% → 58% | +6pp |
What's behind the growth
Allens has kept busy on two fronts this year: a new brand campaign, and a steady stream of product news. In June 2025 it launched Bring the Fun, an integrated campaign across BVOD, online video, social, audio and out-of-home, built around an original track called "I Bring the Lollies".
VML's Stu Turner, Group Executive Creative Director, said the idea was "sparked by the playful energy that Allen's embodies". Alongside the campaign, the range kept moving. New flavours arrived with Ripperz Remix in May 2025 and Sour Mix in January 2026.
A nostalgia-driven Green Frogs revival brought back retired favourites in July 2026. A dedicated Christmas range, including a Myer-exclusive, customisable BonBon, rolled out from November 2025.
Allens also stepped outside lollies altogether, launching partnerships alongside a range move of its own: a Mountain Dew collab in May 2026, then in September 2026 a beauty tie-up with Lanolips pairing Allen's flavours with lip balm, alongside its own entry into the chocolate aisle with Choc Blocks that same week.
Lanolips founder Kirsten Carriol called the Red Frogs shade "game-changer status".
