Swizzels aims to tempt the ‘big night in’ customers

Swizzels reckons retailers can win with its sweet PMP offerings

PMP range of Swizzels sweets
Retailers can use PMPs to effectively drive impulse purchases, says Swizzels

THE ‘big night in’ occasion and PMPs can be key drivers for sugar confectionery sales, according to Swizzels.

Clare Newton, trade marketing executive at the sweet maker, shared the firm’s thoughts on what was driving purchases in the category.

She said: “We’ve found that as consumers start to reduce the amount of activities that they participate in outside of the home, like trips to the cinema, they often switch to in-home entertainment, such as inviting friends and family round for movie nights.

“Social events like this are perfect for the inclusion of our PMP range.”

Newton said PMPs were a great way of demonstrating value for money – a factor that was essential for customers to be aware of during tough economic times.

She pointed to TWC research that revealed 78% of retailers agreed that PMPs showed good value for money to shoppers, and added that this made them particularly important for retailers to stock at present.

Newton explained: “It’s no surprise that consumers are often much more willing to make an impulse purchase if they’re aware of the price point before getting to the checkout, as they’re able to incorporate treats into their budget.”

Another trend that the Swizzels executive highlighted was the consumer desire for healthier options, in particular through some vegan-friendly products.

Looking to boost this up, Newton pointed out that Swizzels has reformulated its packaging across its Variety Bag range – Scrumptious Sweets, Luscious Lollies and Curious Chews – to highlight the sweets’ switch to being suitable for vegans.

This change has spelled some good news for Swizzels, as well, as Newton noted it helped to cement its place as the number one supplier of variety packs, according to IRI total market data.

She said: “Vegan sugar confectionery is becoming increasingly popular as vegan options move beyond the established categories of meat and dairy alternatives.

“Innovation within the vegan sugar confectionery category is a strong driver to entice consumers to continue purchasing their favourite Swizzels products, while also being able to experience a vegan way of eating.”  

Store bosses can also be assured of good support from the brand. Swizzels is currently running a Big Night In promotion giving retailers the chance to win £1,000 in a prize draw closing on 30 April.

Newton added: “We also have a number of exciting campaigns throughout the year that will drive both consumer and retailer awareness of our products.”

Mallows make for marvellous sales

Swizzels Marvellous Mallows marshmallows sweets that come in Raspberry & Milk flavour

Swizzels is urging retailers to stock up on Marvellous Mallows as the mallow category continues to grow.

By maintaining a £1 price point, Swizzels aims to ensure its Drumstick-flavoured mallows remain a fast-moving and profitable product for retailers.

Marshmallows continue to be a popular choice among consumers, with the category now having an estimated worth of £24.4million and showing growth of 22.3% in symbols and independents over the last year, according to IRI data.

To coincide with trade activity, an innovative social media campaign will further drive sales by raising awareness of the product among consumers. 

The #MarvellousOrMadness consumer campaign is running for eight weeks from the start of April and invites consumers across the UK to share the weird and wonderful ways they enjoy eating their mallows in return for a variety of prizes.

Holly Drescher, brand manager, said: “Mallows continue to grow in popularity. They are the ideal product for on-the-go eating, sharing occasions and home baking.  

“The creative opportunities for Marvellous Mallows are year-round – toasting by summer camp fires, making s’mores, topping on hot chocolate on Bonfire Night or creating something yummy with the kids during the holidays.

“We’re pleased to be able to maintain the important £1 price point despite competitors moving higher. We want to continue offering a great-tasting product at a great price.”