Swizzels Matlow has launched a gum range featuring some of its best-known brands.

The Squashies range, rolling out now, comprises softer gum versions of Love Hearts, Drumstick Lollies, Double Lollies and Refreshers. They will be available in 160g bags (rsp: £1.49) and a 45g countline (rsp: 45p).

The new format would tap a trend for gum-based sweets, said the confectionery company.

“This is our first foray into developing gum versions of our household brands,” said marketing manager Sarah-Louise Heslop.

Swizzels Matlow is backing the launch with online, PoS and sampling under the strap ‘Original Favourites Squashified’.

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