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Iconic Swizzels sweets made into biscuits

Squashies and Love Hearts transformed for new category

The new Swizzels biscuit range based on Squashies and Love Hearts that have been created by specialist manufacturer Baleigh.
The new Swizzels biscuit range based on Squashies and Love Hearts that have been created by specialist manufacturer Baleigh.

TWO of confectionery giant Swizzzels‘ most iconic sweets – Squashies and Love Hearts – are being brought to the biscuit category for the first time.

The range consists of Squashies Raspberry & Milk Cream Biscuits, Squashies Cerry & Apple Cream Biscuits and Love Hearts Orange Creams.

The variants have already launched into Morrisons nationwide, with an RRP of £1 per pack, and will have a full rollout across UK retailers from September onwards.

The range has been developed to balance the distinctive Swizzels flavour profiles with high-quality branded biscuits. Each biscuit is a sandwich style format, with the Squashies SKUs featuring creamy, fruity fillings and the Love Heart SKU revealing a filling with the familiar, orange fizz.

Beyond the product, vibrant packaging has been developed to reflect the heritage and fun behind the Swizzels brands.

The innovation has been made possible by Baleigh, a specialist food and drink manufacturer with a focus on brands, in a licence deal brokered by Blonde Sheep Licensing.

Alex Brown, chief executive at Baleigh, said: “Swizzels’ entry into the buoyant UK sweet biscuits category is expected to unlock incremental growth, tapping into its powerful brand equity and emotional connection with shoppers.”

Natasha Dyson, founder at Blonde Sheep Licensing, added: “We’re thrilled to have partnered with Baleigh to bring Swizzels biscuits to life. The team has created a range that delivers on nostalgia, taste and strong retail appeal, opening up a whole new consumption occasion for the Swizzels brands.”
Sarah-Louise Heslop, head of marketing at Swizzels Matlow, home of the Swizzels brands, added: “We are excited to see the launch of this strong range and we’re sure the products will be a hit with consumers keen to try brands they love in a new category.”

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