Swizzels has teamed up with Princes to launch a range of squash drinks inspired by its best-known confectionery brands.
The seven-strong concentrate range includes: Love Hearts, Drumstick and Parma Violets flavours, as well as a duo of Refreshers flavours – Lemon and Sour Apple – and two Squashies flavours: Bubblegum and Sour Cherry & Apple (rsp: £1.25/one litre).
Billed as offering “the same great taste” with no added sugar, artificial colours or flavours, each squash provides just five calories per 50ml serving.
They have hit shelves in Home Bargains, B&M and Farmfoods, with more flavours due to roll into Tesco on 20 March. A limited run will also roll into Aldi in March.
Princes was “constantly keeping an avid eye on the market and recently spotted a gap for a sweet confectionery range of squash which would appeal to the whole family,” said head of commercial drinks David Boyle.
“Swizzels, with its well-established heritage, years of experience and family appeal, made for the perfect choice. We’re proud to have created an exciting range of squash which delivers across taste, convenience and value.”
The launch comes as Princes’ owner has kicked off a search for a buyer, as it suffered a sharp drop in sales and profits as surging Covid demand eased, according to accounts filed last month.
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