Freedom Confectionery has rebranded its range of vegan marshmallows with the introduction of 3D character Cedric.

The new packaging for Mallows (rsp: £2.49/75g) was designed by Studio Liddell, which has worked with CBBC and CBeebies on shows including Cloudbabies, Mouse & Mole and Let’s Play.

The bags of mallows come in strawberry, vanilla and pink & white variants. Available from Holland & Barrett, they are free from eggs, dairy, gluten, gelatine, soy and nuts.

The revamp is intended to appeal “to all marshmallow lovers” and not just kids, said Elvin Willgrass, sales director at Freedom Confectionery.

“Using advanced technology, we’ve managed to maintain the traditional marshmallow taste and texture in both vanilla and strawberry, as well as a melting point perfect for use in cooking and drinks,” he added.