Swizzels has launched Atomix, a new confectionery range aimed at boosting impulse sales in convenience and independent stores.
The range reworks Rainbow Drops and Refreshers into bite-sized products, combining a colourful outer shell with a soft chewy centre. Two SKUs are available: Atomix Rainbow Drops, with strawberry, orange, lemon, apple and raspberry flavours, and Atomix Refreshers Sour, featuring mango, strawberry, lemon and apple.
Both products are available in 100g £1 price-marked packs, developed for convenience retail. The brand is using foil packaging and bold branding to drive visibility on shelf and encourage trial.
The launch taps into demand for sour flavours, nostalgia and affordable treats, while aiming to deliver strong stand-out and broad appeal.
The range will be supported by a national digital out-of-home campaign, backed by social media and PR activity. A trade push, ‘Mix your range, Max your sales’, encourages retailers to expand their confectionery offering to drive incremental sales.
The launch builds on Swizzels’ strategy of reworking established brands such as Drumstick, Love Hearts and Double Dip into new formats.
Atomix Rainbow Drops and Atomix Refreshers Sour are available now.
