Swizzels Matlow has created a new range by transforming Love Hearts, Drumstick Lollies, Double Lollies and Refreshers into a soft gum format called Squashies. Gum-based sweets account for almost 50% of sugar confectionary value sales, whilst tapping into the strong, positive association consumers have with the heritage brands, claims the firm.  The product is available as a 45g countline (rrp: 45p), and a 160g sharing bag (rrp: £1.49), which is set to appeal to big night in consumers. The launch will be supported by social media activity and the launch of a new Squashies World app, supported by the strapline ‘Original Favourites Squashified’. 

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