Swizzels bullish about Halloween prospects
FOR sugar confectionery, it doesn’t get much bigger than Halloween – and the team at Swizzels is set on making 2021 a year to remember.
Mark Walker, sales director at Swizzels – the firm behind brands such as Drumstick, Refreshers, Love Hearts and Squashies – said that the firm has been outperforming the category over the last year, and was optimistic of further success in October.
“Halloween is the biggest calendar event for sugar confectionery, and it’s set to be huge for 2021 as consumers look to make up for last year’s lack of celebrations – so it’s essential to stock a range of best-selling, well known brands to entice shoppers and make the most of the festivities,” he said.
Walker highlighted Swizzels’ own seasonal offer, which he suggested is ideal for retailers looking to lift category sales over Halloween.
This year, in addition to its core range, Swizzels has some seasonal treats that Walker reckons will shine at Halloween.
The range includes Swizzels’ Trick or Sweet bag, which contains a selection of Swizzels treats including Double Lollies, Parma Violets, and Love Hearts, as well as the Sour Apple Refreshers bar.
Walker said the seasonal pack’s Halloween-themed packaging, “makes for a great eye-catching treat to hand out at parties and to trick or treaters.
“It will also grab the attention of shoppers as they browse,” he said.
To further support sugar confectionery sales this Halloween, Swizzels will be embarking on an on-pack marketing campaign which will feature on Loadsa, Bumper Bag, Lots of Lollies and Chew Chew packs.
Through the promotion, shoppers will be invited to find one of five golden Love Hearts rolls hidden in promotional bags to be in with the chance of winning a VIP tour of the Swizzels factory.
Walker said: “Swizzels is the number one seller of variety packs at Halloween and the individually wrapped sweets in packs are perfectly suited to sharing occasions like Halloween.
“Displaying such promotional packs prominently in store at the end of aisle or alongside Halloween merchandising will helpt to attract shoppers and boost sales.
“The non-seasonal packaging also ensures retailers can continue to sell any surplus stock after Halloween, into Bonfire Night and beyond, making it an attractive range to stock.”