A world-renowned toffee, yearned for since it went out of production six years ago, is being relaunched today as Sharps Of York.

At a time when Terry's future in York is under threat, York-based Monkhill Confectionery has brought back a new toffee range "in order to take advantage of the city's reputation as the chocolate and confectionery capital of the UK".

The firm, a division of Cadbury Trebor Bassett, has now begun manufacturing the toffee at its York plant, on the former Craven Keiller site at Nether Poppleton Industrial Estate, where it employs 250 people.

Monkhill Confectionery employs 500 more at a factory in Pontefract, but the entire new Sharps Of York range, which will include Dairy Toffee, Fudge, Chocolate Toffee, Treacle Toffee and Butterscotch Swirls, will be made at Nether Poppleton, using traditional toffee-making methods.

A six-figure trade and consumer marketing campaign is supporting the relaunch of the toffee, which was first manufactured in 1911 and marketed with a memorably monocled cartoon aristocrat named Sir Kreemy Knut. The same bowler-hatted "toffee toff" will be backing the relaunch

Martin Drane, managing director at Monkhill Confectionery, said: "Initial response to the new range from our industry has been astounding. The Sharps brand and products are remembered fondly by our retailers and I'm sure the case will be the same with consumers.

"We have taken the decision to relaunch under the name Sharps Of York, as the city has a great heritage in terms of confectionery expertise."

It was uncertain whether more workers would have to be employed for the new toffee, said Mr Drane. Much would depend on sales volumes. Already millions of pounds had been invested in the buildings and equipment.

Numbers in York had increased gradually, but confectionery was a tough industry which suffered from static demand and overcapacity. "But I have the feeling that the world is ready again for toffee, a product category that has seen decline."

Mr Drane said: "Sir Kreemy Knut is a memorable character and was very successful in terms of creating a face for the brand. Our research with consumers today has demonstrated that he represents quality and traditional values, but with a humorous slant.

"We are reintroducing him to reflect the history of the brand, but also make it relevant and appealing to modern consumers.

"We're planning to 'bring him to life' as part of the campaign and he'll soon become a familiar face on the streets of York.

"We're very optimistic about the success we will have with the Sharps of York range and the impact it will have on our business. "We are proud to be based in York and I'm delighted that we now have a brand to demonstrate our commitment to the city and that will help to maintain its status as the centre of UK confectionery."

Updated: 10:41 Thursday, May 27, 2004