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Delamere has entered the licensed food and beverage space with the launch of a new flavoured milk range developed in partnership with confectionery brand Swizzels, tapping into growing consumer demand for nostalgic flavours and experiential products.
Available to retailers from July, the Delamere & Swizzels range features three flavours inspired by some of Swizzels' best-known sweets: Squashies Drumstick Raspberry & Milk, Squashies Rhubarb & Custard and Lemon Refreshers.
The products are packaged in 240ml glass bottles and will retail at £1.17, targeting the on-the-go refreshment market while leveraging the popularity of retro confectionery brands among both younger consumers and adults seeking familiar flavours.
The launch marks Delamere's first-ever brand collaboration and forms the foundation of a longer-term partnership between the two British brands, with additional flavour extensions already being explored for future seasonal occasions.
The move comes as nostalgia continues to drive innovation across the food and drink sector, with manufacturers increasingly drawing on heritage brands and childhood favourites to create products that stand out in crowded categories and encourage impulse purchases.
Jessica Page, brand manager at Delamere Flavoured Milk, said: "Nostalgia is a huge trend at the moment and by reimagining retro flavours, we're bringing together trusted heritage, playful nostalgia and great-tasting flavoured milk in a way which really resonates with today's consumers."
She added: "We're confident that the on-the-go format and traditional glass bottle, coupled with the instantly recognisable Swizzels flavours and notes of nostalgia, will be a hit with shoppers looking for something fresh, fun and affordable to try."
For Swizzels, the partnership represents another opportunity to extend its iconic confectionery brands into adjacent categories and engage consumers beyond the traditional sweets aisle.
Sarah-Louise Heslop, head of marketing at Swizzels, said: "We hope the range will transport consumers back to childhood memories, blending the comfort of the past with a modern twist that appeals across generations and helps both brands tap into new audiences."
The range is expected to appeal particularly during the summer months, with the companies positioning the products as a convenient refreshment option for picnics, travel, outdoor events and family days out.
The collaboration was brokered by Blonde Sheep Licensing, which worked with both companies to develop the partnership and bring the products to market.
The launch also highlights the continued strength of flavoured milk as a platform for innovation, with brands increasingly using limited editions, licensed partnerships and experiential flavour profiles to attract younger consumers and drive incremental sales.
For Delamere, which has built its reputation over four decades through speciality dairy products including goat's milk and premium cow's milk offerings, the partnership represents a strategic move into branded flavour innovation while maintaining its focus on quality dairy credentials.