Swizzels is extending its Drumstick and Refresher brands into a soft bon bon format.
The sweets are available in 150g bags in standard and £1 price-marked packs, with the Drumstick version rolling into Morrisons stores now. The launch marked the first time the Derbyshire-based business has produced bon bons, and came as value sales of the format were growing 26% year on year [Nielsen 52w/e 23 May 2015].
“Bon bons are the perfect addition to our range, they are a classic sweet loved by children and adults alike,” said Swizzels marketing manager Sarah-Louise Heslop. “We are always looking at ways to innovate our products and build on our classic range of confectionery.”
In 2012, Swizzels launched the Squashies range comprising softer gum versions of brands including Love Hearts and Drumstick. The Drumstick Squashies are now the bestselling product in the Swizzels portfolio.
Previous known as Swizzels Matlow, the business has recently rebranded as Swizzels following research showing consumers didn’t remember the full name.
“Dropping the Matlow felt more in keeping with a less corporate, more fun organisation,” MD Jeremy Dee told The Grocer in March.
The original Drumstick Lollies and Refresher bars were both introduced in 1957.