A sweet drinks combo

Princes gears up the Swizzels brand in time for the summer

SWEETS brand Swizzels has branched out into the soft drinks market with new squash diluting juice variants.

Produced by tinned food and drink brand Princes, the new Swizzels Squash is available now in five flavours, with two new flavours also set to be coming soon.

Available at £1.25 RRP per one-litre bottle, the new diluting juice comes in Drumstick Raspberry, Love Hearts, Refreshers Lemon, Refreshers Sour Apple and Drumstick Squashies Bubblegum flavours. 

The two further variants will be launched later in the year based on other popular sweets under the Swizzels brand, including Parma Violets and another flavour for Drumstick Squashies, Sour Cherry & Apple.

Princes said it aims to capitalise on the nostalgic value of the Swizzels brands and is pushing its no-added-sugar nature as a selling point for the squash, with each serving at less than five calories.

And it certainly seems to be a promising launch as research carried out by KICR revealed that 94% of consumers said they would either probably or definitely buy at least one of the flavours, with the range seeing a particular appeal to the 18-45 age group.

On top of this, the Swizzels brand has enjoyed a great deal of success as well in recent years, with IRI research noting that the firm’s Squashies is the UK’s number one confectionery brand, selling 158 bags per minute. 

David Boyle, head of commercial drinks at Princes, reckons that with the ongoing cost-of-living crisis, more consumers will look for affordable, permissable treats across soft drinks to perk themselves up during the difficult economic times.

He said: “Swizzels squash, Princes’ latest venture, is a great example of this. 

“With an RRP of just £1.25, and 20 delicious servings per bottle coming to 7p per serving, the product makes for an accessible purchase that still brings excitement to both adults and kids alike through its tie up with well-known and much-loved Swizzels sweets.