Confectionery brand Swizzels has made its debut in the biscuit category with a range of Squashies and Love Hearts sandwich biscuits.
Developed through a licensing partnership with specialist food and drink manufacturer Baleigh, the three-strong range has launched exclusively in Morrisons ahead of a wider rollout from September.
It includes Squashies Raspberry & Milk Cream Biscuits, Squashies Cherry & Apple Cream Biscuits, and Love Hearts Orange Creams (rsp: £1).
The Squashies variants feature two biscuits sandwiched together with a “creamy, fruity” filling, while the Love Hearts variant offers an “orange fizz” filling.
Baleigh said the “vibrant” packaging was designed to reflect the “heritage and fun behind the Swizzels brands”.
“Swizzels’ entry into the buoyant UK sweet biscuits category is expected to unlock incremental growth, tapping into its powerful brand equity and emotional connection with shoppers,” said Baleigh CEO Alex Brown.
“The biscuit launch forms part of a broader innovation pipeline for Baleigh, with further category expansions and flavour extensions already in development. Seasonal variants and limited-edition releases are also planned to drive ongoing consumer engagement.”
Sarah-Louise Heslop, head of marketing at Swizzels Matlow, added: “We are excited to see the launch of this strong range and we’re sure the products will be a hit with consumers keen to try brands they love in a new category.”
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