New Squashies gum range from Swizzels Matlow

Swizzels Matlow  has announced the launch of Squashies, a new gum range that sees iconic, much-loved brands like Love Hearts, Drumstick Lollies, Double Lollies and New Refreshers transformed into soft gum lines.  Supported with the strapline, ‘Original Favourites Squashified’, the launch is the most significant NPD for Swizzels Matlow in recent years.

The new format hopes to capitalise on the trend for gum-based sweets, which is the fastest growing sector and accounts for almost 50% of sugar confectionary value sales, whilst tapping into the strong, positive association consumers have with the heritage brands.

Sarah-Louise Heslop, Marketing Manager at Swizzels Matlow, commented: “We are thrilled to be introducing Squashies into the market and offering consumers their favourite brands in a softer version. This is our first foray into developing gum versions of our household brands and, with research showing that people love the concept and the products, we are confident the launch will be a great success.”

Available in 160g bags and a 45g countline size, the new Squashies range will feature a bold, colourful design for strong on-shelf stand out and to communicate the personality of the brand. The bags will also include a window to entice consumers to trial the product.

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, and targeted sampling.

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