Swizzels Matlow

Since 1928, Swizzels has been producing the nation’s most iconic and well-loved sweets. As well as continuing to produce classics such as Rainbow Drops, Double Dip and Love Hearts, Swizzels created their Squashies brand in 2012, which became an instantly popular sugar confectionery line.

Squashies, the number 1 sugar hanging bag brand in the market* with a sales value of £49.7m**, has become an essential brand for retailers to stock, especially now that there are numerous flavours and pack sizes to choose from.

In 2023, Swizzels launched their 60g Original Squashies, as an ideal “on the go” option for consumers looking for an alternative to chocolate or savoury snacks and have already proven to be a popular option within the foodservice industry sectors.

*Source: Circana,Confectionery category, Value Sales 52wks to 29/10/2023, Total Market

**Source: Circana, Confectionery, data to 26/11/23