Drumchick confectionery line puts an Easter shine on Swizzels portfolio
UK confectionery group Swizzels has looked to put a spring in its step this Easter with a new innovation for its Squashies series in unveiling a limited edition seasonally shaped Drumchick line, which been instilled with distinctive packaging to stand out from the crowd, writes Neill Barston.
The business, which has its production base in Derbyshire, has been especially proactive in recent times, from devising specific vegan ranges targeting veganuary at the start of the year, through to Valentines creations that have driven consumer interest.
Its latest Easter line bolsters classic chocolate collections that have formed the bulk of many retailers’ shelves, with the new line being produced in 120g bags, available in cases of 12 (MRSP: £1.15) and retailers are encouraged to stock up as shoppers plan ahead for Easter.
This year, the sweet maker’s range sees the return of the best-selling Sweet Shop Favourite tubs and vegan-friendly variety bags, including Scrumptious Sweets, Luscious Lollies and Curious Chews. These individually wrapped sweets appeal to shoppers looking for treats to gift, share with family and friends and use for Easter egg hunts over the bank holiday weekend.
Clare Newton, trade marketing manager at Swizzels, welcomed prospects for the company’s new line. She said: “Whilst Easter is usually associated with chocolate, we’ve noted rising demand for alternative sweet treats. As a result, we’ve launched Squashies Drumchick to help retailers elevate their Easter offerings and boost sales.
“Squashies Drumchick play into the popularity of fruity flavours and limited-edition, seasonal treats and are ideal for retailers looking to diversify their Easter range, compliment chocolate confectionery and appeal to a broader range of shoppers looking for something refreshing, fun and affordable this year.
“Our variety bags and Sweet Shop Favourite tubs are also a perfect addition to retailers’ Easter selection, offering something for everyone celebrating the occasion.”
