Swizzels launches first-ever Christmas-themed Squashies ahead of the festive season

BRITISH sweet maker Swizzels has unveiled brand-new limited-edition Naughty & Nice Squashies in time for Christmas.

Squashies continue to be the No.1 Sugar Confectionery brand in the market* which has prompted Swizzels to introduce its first-ever Christmas-themed Squashies to keep up with the increasing demand during the festive period.

The 120g, elf-shaped Squashies are available to purchase now, with a MRSP of £1.15, sold in cases of 12.

The product features two popular flavours: Strawberry Ice Cream and Apple Pie – and boasts a bright, eye-catching design that has been created to stand out on shelves.

Designed to elevate retailers’ festive offering this Christmas, the Naughty & Nice Squashies feature two elves in each bag – one on the ‘naughty’ list and one on the ‘nice’ list – bringing a playful and personalised touch to the festive season.

Swizzels is also bringing back its popular Sweet Shop Advent Calendar which has seen a remarkable 41% year-on-year growth** and features 24 fan favourites to delight and surprise throughout the festive season.

The Sweet Shop Favourites range remains a festive staple, including the popular Sweet Shop Favourites Tub, currently the No.1 selling sugar tub* along with Sweet Shop Favourites Pouches, and the Squashies Carton.

To cater to the increasing popularity of plant-based diets, and ensure everyone can enjoy a sweet treat, the Swizzels’ festive range also includes several vegan options:

• Party Mix, 785g, with a MRSP £5,
• Sweet Treat Tub, 600g, with a MRSP £4
• Sweet Shop Favourites Carton, 324g, with a MRSP £3

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.

“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.

“Our new Naughty & Nice Squashies are designed to add a fun, personalised twist to festive gifting. By incorporating both ‘naughty’ and ‘nice’ elements, we’re embracing the trend for novelty and personalisation in confectionery, which enhances the excitement and appeal of our products.

“We know that shoppers are keen to make a start on their Christmas shopping early this year, so we’re encouraging retailers to stock up on our festive range to cater to those seeking to embrace the Christmas spirit as soon as possible.”

*Source: Circana, Confectionery category, Value Sales 52wks to 07/07/2024, Total Market

**Source: Circana, Confectionery category, Value Sales 52wks to 24/12/2023, Total Market