maxon sweet peak

Confectioner Maxons is hoping to secure mainstream listings for a new energy-boosting product that can be eaten as a sweet or dissolved into a drink.

Sweet Peaks, which soft launched into independent specialist retailers in March, is sold in a bag of ten sweets in a mix of three flavours - mixed berry, orange, and lemon & lime (rsp: £1).

The individually wrapped sweets, which contain a mix of simple and complex carbohydrate, could be eaten individually for a quick energy boost or dissolved in water to make a “pleasant tasting” energy drink, said the Sheffield-based business. Established more than 100 years ago, Maxons produces more than 70 types of boiled sweets for UKs wholesalers, retailers and private-label producers.   

Targeted particularly at “active outdoor people”, the sweets would also appeal to anyone in need of a boost containing no caffeine or “nasties”, said MD Richard Pitchfork, describing Sweet Peaks as a tasty alternative to other energy supplements, he said.

“There is enough to struggle with when you are low on energy, you should not have to struggle with the taste of your supplement,” he added.

The company was currently in talks with Halfords, Go Outdoors and Sports Direct with a view to approach the major supermarkets shortly, said Pitchfork.