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British confectioner Swizzels has unveiled its ‘first-ever’ festive Squashies.

The new sweets, Naughty & Nice Squashies, are elf-shaped and contain two flavours, Strawberry Ice Cream and Apple Pie.

Clare Newton, trade manager at Swizzels, said: “Each year, we strive to enhance our Christmas offering to help the wonderful retailers we work with boost sales. This year, we’re excited to introduce our brand new Naughty & Nice Squashies, shaking up the Christmas sugar confectionery NPD category.”

Newton continued: “This Christmas, we anticipate indulgence to be a key trend, with consumers seeking comforting and delightful treats to enjoy with family and friends. With festive flavours that promise to steal the spotlight, such as Strawberry Ice Cream & Apple Pie, this new product perfectly aligns with the growing consumer interest in unique flavour experiences.”

The new Squashies are available to purchase now at UK retailers for an RRP £1.15 per bag.

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