British sweet manufacturer Swizzels has launched Marvellous Mallows, its first ever mallows product.
The company has combined its Drumstick lolly flavour with soft mallow to create a unique-tasting marshmallow sweet. The product is available in a plain 125g bag and a £1 pricemarked 110g bag.
Mark Walker, sales director at Swizzels said: “We’re extremely excited about the launch of Marvellous Mallows, our latest sweet innovation and first marshmallow product in our history.
“Mixing traditional and consumer favourite flavours into new sweets is key to our product development. Thanks to our past success, we’re confident that Marvellous Mallows will be an exciting new addition to the mallows category this year.”
The product will be supported by an integrated marketing campaign.
This isn’t the first time Swizzels has reimagined its drumstick flavour through a new product.
Last year, the business launched its first ever Drumstick chocolate bar, which has sold over 4.2 million bars since its launch (Swizzels internal sales database to 20/09/2021), whilst Squashies, which come in a Drumstick raspberry & Milk flavour, is now the number one sugar confectionery brand in the UK (IRI, Confectionery, Value Sales, 52wks to 31st October 2021, Total).
Mark Walker continued: “Mallows have continued growing over the last year and the category is now worth £24.7m [IRI, Sugar Confectionery category, Value Sales 52wks to 31/10/2021, Total Market data]. The market is clearly popular with consumers and retailers should stock up on mallows to help drive sales.
“Our latest innovation reinvents the mallows category and offers consumers the chance to purchase a mallow product from a much-loved, well-established brand.”
Swizzels is the UK’s largest family-owned independent sugar confectionery business and one of the few confectionery companies to still manufacture sweets in the UK. The company makes a range of well-known products including Love Hearts, Refreshers, Drumstick Lollies, Rainbow Drops, Double Lollies, Squashies and Fruity Pops.