Swizzels Matlow has announced the launch of Squashies, a new gum range that sees brands such as Love Hearts, Drumstick Lollies, Double Lollies and New Refreshers transformed into a softer gum version.
Supported with the strapline, ‘Original Favourites Squashified’, the launch is the most significant NPD for Swizzels Matlow in recent years.
The new format is set to capitalise on the trend for gum-based sweets, which is the fastest growing sector and accounts for almost 50% of sugar confectionery value sales.
Available in 160g bags and a 45g countline size, the new Squashies range will feature a bold, colourful and modern design for strong on-shelf standout.
The launch is being supported by a social media and marketing campaign that includes the introduction of a free Squashies World app, a dedicated website and Facebook page, plus targeted sampling.
Squashies have an RRP of £1.49 for a 160g bag.