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British confectionery manufacturer Swizzels has launched a new limited-edition product, Squashies Love Hearts, designed to capture consumer interest during the Valentine’s Day season.

This treat merges the soft texture of Swizzels’ popular Squashies brand with the iconic messaging of Love Hearts, aiming to attract both retailers and consumers alike.

Squashies Love Hearts feature playful messages and emojis embossed on each foam sweet, maintaining the classic fruity flavours associated with traditional Love Hearts, including Pineapple, Lime, Blackcurrant, Lemon, Cherry and Orange.

Each product is packaged in 120g bags and sold in cases of 12, with a manufacturer’s suggested retail price (MSRP) of £1.15.

According to market data, Swizzels' Squashies brand is one of the leading sugar confectionery brand in the UK, while Love Hearts continues to show robust growth, with 950,000 units sold during the Valentine's season and a reported 10% year-on-year increase in brand value.

The introduction of Squashies Love Hearts is expected to enhance retailers' offerings, tapping into the established consumer base of both brands.

Clare Newton, trade marketing manager at Swizzels, said: “Squashies Love Hearts bring something new to retailers’ offerings, appealing to shoppers looking for unique yet familiar treats for themselves or as a special gift.”

Swizzels' Love Hearts range remains a staple during the Valentine’s period, with the 39g Giant Love Hearts rolls being the top-selling SKU, moving 621,000 units last season.

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