Swizzels Marvellous Mallows

Source: Swizzels Matlow

The NPD has rolled into the Co-op, Spar and Heron Foods

Swizzels has launched Drumstick lolly-flavoured marshmallows.

Called Marvellous Mallows, the sweets were inspired by Swizzels’ “unique” Raspberry & Milk Drumstick lollies, which had been “known and loved for more than 60 years”, it said.

They have rolled into the Co-op, Spar and Heron Foods, and will roll into B&M, Home Bargains and One Stop this month (rsp: £1/110g-125g).

Swizzels sales director Mark Walker said he was “extremely excited about the launch of Marvellous Mallows, our latest sweet innovation and first marshmallow product in our history”.

Mixing traditional and consumer-favourite flavours into new sweets was “key to our product development”, he said.

“Thanks to our past success, we’re confident Marvellous Mallows will be an exciting new addition to the mallows category this year.”

It comes after a strong year for the Swizzels brand, which saw value sales grow by 4.1% to £41.7m in the 52 weeks until 11 September 2021 [NielsenIQ].

However, this isn’t the first time Swizzels has expanded the Drumstick brand into new formats. Last year, for instance, it launched a Drumstick-inspired chocolate bar, with a raspberry and milk centre.