British sweet maker Swizzels has announced it’s launching Atomix, a new range designed to help convenience retailers and independents drive impulse sales with bold, colourful £1 pricemarked packs (PMPs).
The new range reimagines two much-loved Swizzels favourites in a new bite-sized format. 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,” it said.
Created to tap into key confectionery trends - including sour flavours, nostalgia and shopper demand for affordable treats - the range offers strong shelf standout and broad appeal, Swizzels added.
Available in 100g £1 PMPs, the range has been developed with convenience retailers in mind. The high-impact foil packaging and bold Atomix branding are designed to catch shoppers’ attention on shelf, while the accessible price encourages trial and repeat purchase. Both of the new products will be available from summer 2026.
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 and shopper marketing manager, 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.
“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.
“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.”
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