Swizzels extends Marvellous Mallows line amid wider category growth
British confectionery business Swizzels has delivered an extension to its Marvellous Mallows range with the introduction of its new giant variety, developed in response to increased demand within the category, reports Neill Barston.
As the company revealed, its latest offering conjures up a nostalgic Drumstick flavour, Raspberry and Milk, with a blend of light and soft textures and has been created as an on-the-go option for consumers looking for their favourite treat in a more portable format.
Notably, the firm added that the creation of the new line comes at a time of growth within the category, with figures up 12% in the past year, and mallows have risen even more, by 29%. The new series is available from this month at a recommended price of 50p.
Trade Marketing Manager for Swizzels, Clare Newton, said: “We’ve noticed a growing trend among consumers who are rediscovering their appreciation for single confectionery items. We’ve responded to this by creating our Mallows Countline to cater to changing consumer needs and preferences.
“The launch of our new product marks an exciting time for Swizzels’ single confectionery offering. We’re urging retailers to stock up on our Mallows Countlines in anticipation of increased consumer demand for the new product.”
To coincide with the launch, an engaging social media campaign aims to further drive sales by raising awareness of the product among consumers.
As previously reported by Confectionery Production, the business has been enjoying a significant summer so far, courtesy of a TV advertising campaign for its core confectionery lines.
Furthermore, it has expanded its operations including recently opening a new factory facility in Cheshire to cater for expanding demand, explained, its latest campaign offers a focal point for a new integrated campaign to showcase the full Squashies range and support the nationwide rollout of the Strawberry & Cream flavour.
