New confectionery range aims to drive impulse sales
CONFECTIONERY favourite Swizzels is launching a £1 PMP range called Atomix that it says is designed to help convenience retailers drive impulse sales.
The newcomers provide a fresh take on the popular Rainbow Drops and Refreshers sweets.
Atomix Rainbow Drops and Atomix Refreshers Sour feature a colourful outer shell and soft chewy centre, combining familiar flavours with a fresh new eating experience in a bite-sized format.
Swizzels reckon they tap into key confectionery trends, including sour flavours, nostalgia and shopper demand for affordable treats.
Atomix Rainbow Drops features fruity flavours including strawberry, orange, lemon, apple and raspberry, while Atomix Refreshers Sour delivers a mix of sour fruit flavours, including mango, strawberry, lemon and apple, inspired by the classic Refreshers chew bar.
Available from this summer in 100g £1 price-marked packs, the pair come in high-impact foil packaging, with bold Atomix branding, that are designed to catch shoppers’ attention on shelf, while the accessible price point is said to encourage trial and repeat purchase.
The launch will be supported by a major national digital outdoor campaign, alongside social media and PR activity, helping to build consumer awareness and encourage shoppers to look out for the new brand in store.
The trade campaign message, “Mix your range, Max your sales,” encourages retailers to extend their current offering to satisfy consumer needs for exciting, new products while benefiting from incremental sales.
Clare Newton, trade & shopper marketing manager at Swizzels, said: “Atomix is an exciting new launch for Swizzels, bringing together the nostalgia shoppers love with a bold, modern format that feels fresh and fun.
“With Atomix Rainbow Drops and Atomix Refreshers Sour, we’re giving retailers something genuinely new to add to their confectionery fixture.
“The range has been created to tap into demand for sour flavours, colourful treats and familiar brands with a twist, all in an affordable £1 PMP format that is ideal for convenience.
“Through our campaign message, ‘Mix it up a bit’, we’ll be encouraging consumers to add a little excitement to their day and try something new.
“We’re confident the range will help retailers drive impulse purchase, attract shoppers looking for something different and add excitement to their summer confectionery offering.”
