Swizzels extends portfolio with new Atomix confectionery brand
Swizzles has launched its new Atomix series. Pic: Swizzels
Classic British sweets business, Swizzels, has showcased a bold new confectionery range, Atomix, aiming to breathe life into brand favorites, writes Neill Barston.
The UK manufacturer, which traces its roots back to the 1920s, has gained a strong reputation for delivering fresh innovations within the sector, and its latest additions are no exception to that trend.
The £1 packs of Atomix Rainbow Drops and Atomix Refreshers Sour feature a colourful outer shell and soft chewy centre, combining familiar flavours with a fresh new eating experience.
As the business noted, the new series taps into a growing love of sour flavor notes, as well as a continuing love of nostalgic product series that are also affordable treats.
Atomix Rainbow Drops features fruity flavours including strawberry, orange, lemon, apple and raspberry, while Atomix Refreshers Sour delivers a mix of sour fruit flavours including mango, strawberry, lemon and apple, inspired by the classic Refreshers chew bar.
Available in 100g £1 price-marked packs, the range has been developed with convenience retailers in mind. The high-impact foil packaging and bold Atomix branding are designed to catch shoppers’ attention on shelf, while the accessible price point encourages trial and repeat purchase.
Clare Newton, trade & shopper marketing manager at Swizzels, believed the new series would have a strong impact.
She said: “Atomix is an exciting new launch for Swizzels, bringing together the nostalgia shoppers love with a bold, modern format that feels fresh and fun.
“With Atomix Rainbow Drops and Atomix Refreshers Sour, we’re giving retailers something genuinely new to add to their confectionery fixture. The range has been created to tap into demand for sour flavours, colourful treats and familiar brands with a twist, all in an affordable £1 PMP format that is ideal for convenience.
“Through our campaign message, ‘Mix it up a bit’, we’ll be encouraging consumers to add a little excitement to their day and try something new. We’re confident the range will help retailers drive impulse purchase, attract shoppers looking for something different, and add excitement to their summer confectionery offering.”
The launch builds on Swizzels’ continued success in reinventing well-known favourites for today’s shoppers. Following the popularity of products inspired by classic Swizzels brands, including Drumstick, Love Hearts and Double Dip, Atomix offers a new way for fans of Rainbow Drops and Refreshers to enjoy familiar flavours in a fun, contemporary format.
Atomix Rainbow Drops and Atomix Refreshers Sour will be available from summer 2026.
