Swizzels has given Squashies Drumsticks a seasonal twist ahead of Easter, inspired by the success of Squashies.
The NPD, called Drumchick (rsp: £1.15/120g), features Orange & Pineapple-flavoured chick-shaped gummies.
They had been developed to “offer retailers a chance to expand their Easter range beyond chocolate and cater to increasing demand from consumers for alternative sweet treats”, said Swizzels.
Swizzels has also brought back its Sweet Shop Favourite tubs and vegan-friendly variety bags, including Scrumptious Sweets, Luscious Lollies and Curious Chews, ahead of Easter.
These individually wrapped sweets would appeal to “shoppers looking for treats to gift, share with family and friends and use for Easter egg hunts over the bank holiday weekend”, said the brand.
“Whilst Easter is usually associated with chocolate, we’ve noted rising demand for alternative sweet treats,” said Swizzels trade marketing manager Clare Newton.
“As a result, we’ve launched Squashies Drumchick to help retailers elevate their Easter offerings and boost sales.
“It plays into the popularity of fruity flavours and limited, seasonal treats and are ideal for retailers looking to diversify their Easter range, complement chocolate confectionery and appeal to a broader range of shoppers,” Newton added.
The launch follows the rollout of limited-edition Squashies Love Hearts in January, ahead of Valentine’s Day.
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