Swizzels Matlow, the confectionery manufacturer, has announced the launch of Squashies – a new gum range in a bid to rejuvenate the market and drive category growth.
The range sees known brands Love Hearts, Drumstick Lollies, Double Lollies and New Refreshers – transformed into a softer gum version.
Supported with the strapline, ‘Original Favourites Squashified’, the launch is the most significant NPD for Swizzels Matlow in recent years.
The new format hopes to capitalise on the trend for gum-based sweets, which is the fastest growing sector and accounts for almost 50% of sugar confectionary value sales, whilst tapping into the positive association consumers have with the heritage brands.
Sarah-Louise Heslop, Marketing Manager at Swizzels Matlow, said:
“We are thrilled to be introducing Squashies into the market and offering consumers their favourite brands in a softer version.
“This is our first foray into developing gum versions of our household brands and, with research showing that people love the concept and the products, we are confident the launch will be a great success.
Available in 160g bags and a 45g countline size, the new Squashies range will feature a bold, colourful and modern design to try an create on-shelf stand out.
The bags will also include a window to entice consumers to trial the product.
With the ‘Big Night In’ trend popular amongst consumers, fuelled by the return of X-Factor and Strictly Come Dancing, Squashies aims to appeal to consumers looking for a treat to either share with the family, or enjoy on their own.
The launch is being supported by a social media and marketing campaign that includes the introduction of a free Squashies World app, a website and Facebook page, and targeted sampling.