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’.