Baleigh secures license to manufacture new Swizzles biscuits
Two of Swizzels’ most iconic sweets are being brought to the biscuit category for the very first time. Launching in Morrisons this week, the range will feature three SKUs, carefully crafted to replicate the much-loved British sweets in biscuit form. The range is made up of; Squashies Raspberry & Milk Cream Biscuits, Squashies Cherry & Apple Cream Biscuits and Love Hearts Orange Creams.
The innovation has been made possible by Baleigh, a specialist food and drink manufacturer with a focus on brands, in a license deal brokered by Blonde Sheep Licensing.
The range has been developed to balance the distinctive Swizzels flavour profiles with high-quality branded biscuits. Each biscuit is a sandwich style format, with the Squashies SKUs featuring creamy, fruity fillings and the Love Heart SKU revealing a filling with the familiar, orange fizz. Beyond the product, vibrant packaging has been developed to reflect the heritage and fun behind the Swizzels brands.
Alex Brown, CEO, at Baleigh commented: “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. 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.”
Swizzels continues to show strong performance as one of the UK’s most resilient and recognisable confectionery brands, driven by a combination of nostalgia, innovation, and consistent retail presence. The business has maintained steady growth by refreshing its core ranges, particularly within Squashies and Drumstick, while introducing new flavours and formats that keep the brand relevant to younger consumers without alienating its loyal base.
Natasha Dyson, founder at Blonde Sheep Licensing, added: “We’re thrilled to have partnered with Baleigh to bring Swizzels biscuits to life. The team has created a range that delivers on nostalgia, taste and strong retail appeal, opening up a whole new consumption occasion for the Swizzels brands.”
Sarah-Louise Heslop, head of marketing at Swizzels Matlow, home of the Swizzels brands, 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.”
The Swizzels biscuit range will launch in Morrisons nationwide from mid-May, RRP £1, with a full roll out across UK retailers from September onwards.
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