Drop happier memories in baskets with Swizzels

Capture the nostalgic drive in the confectionery aisle

Variety packs of Swizzels sweets in an array of colours.
Tempt consumers with a sweet tooth to pick up on retro confectionery delights as Swizzels reckons the drive for sweet nostalgia remains a key consideration.

NOSTALGIA is a powerful driver of sales and definitely not one to count out when it comes to confectionery.

Everyone has moments where they long to go back to easier, more carefree days when the responsibilities of mortgages or work didn’t exist.

And one of the best ways for consumers to transport themselves back to these moments, even for a short period of time, is down to smell and taste.

It’s no surprise, then, that confectionery can be such a simple way of bringing many shoppers back to these times, meaning retro sweets could be in high demand for exactly these opportunities.

Swizzels then becomes a no-brainer for stocking up on to ensure retailers can make the most out of this unique sales drive in stores.

Pack shots of Swizzels Drumstick Squashies and Swizzels Drumstick Marvellous Mallows Countlines.
Swizzels’ latest launches aims to drive up the popularity of its Drumstick variant.

Clare Newton, trade marketing manager at Swizzels, said: “In terms of key trends, the appetite for retro and nostalgic sweets is returning as people aim to go back to their childhoods.”

For opportunities such as these, Swizzels hanging bag range, including Scrumptious Sweets, Curious Chews and Luscious Lollies, will be in high demand, offering shoppers a wide selection of classic favourites to enjoy.

And with this retro demand comes a loyalty to branding – something Swizzels can definitely support when it comes to its raft of recent NPD launches.

Building on the strength of the Drumstick brand, Swizzels has rolled out two new products under the household sweet name, consisting of new Drumstick Squashies Strawberrry & Cream flavour as well as its new Marvellous Mallows Drumstick flavour Countline, offering a single pack, smaller option to support on-the-go confectionery missions.

Newton said: “One trend we anticipate will significantly influence the category this year is the increasing preference for on-the-go snacking.

“Convenience remains a priority for consumers, particularly with the growing prevalence of on-the-go lifestyles.

“Our latest launch was Squashies Strawberry & Cream flavour. We widened availability of this product in time for Strawberries & Cream Day on 21 May, to celebrate a quintessential British flavour associated with summertime.

“Further to this, Swizzels has also launched its Mallow Countline product, following great feedback on our Mallows hanging bag.”

Squashies soars on STV

SWIZZELS is starring on the small screen in Scotland as the confectionery firm is rolling out a new advert on STV.

Set to run across the summer, the ad champions the Swizzels Drumstick Squashies range of sweets, including the new Strawberry & Cream.

Still from Swizzels TV ad where a man holds up a bag of Swizzels Drumstick Squashies.
Swizzels has jumped onto the small screen with a new advert airing on STV.

The sponsorship bumpers will appear around prime-time STV summer content in Scotland, including popular programmes such as Britain’s Got Talent, This Morning and Coronation Street.

The 10-second clip will see mascot Mr Swizzels take viewers on a brief factory tour to showcase the Squashies range and reveal the secret to how the popular sweets are made.

There are four different versions of the clips, each highlighting a different flavour of Squashies.

Sarah-Louise Heslop, head of marketing at Squashies, said: “We’re thrilled to showcase Squashies on Scottish TV and embark on our first major TV sponsorship working with STV.

“Our heavyweight campaign, including the sponsorship activity, social media campaign and sampling activations, is the next step in elevating the brand even further.”