- Leading soft drinks manufacturer, Princes, has joined forces with one of the UK’s leading confectionery brands, Swizzels, to launch a new range of squash
- It is inspired by some of Swizzels’ most iconic flavours such as Love Hearts, Drumsticks and Parma Violets
- The range has no added sugar, no artificial colours and flavours and contains real fruit
Princes, one of the UK’s leading food and drink brands which has been serving families for generations, has launched a new range of squash inspired by some of Swizzels’ most loved flavours.
This announcement brings a brand-new offering to the squash category – guaranteed to excite families everywhere with much loved flavours.
In fact, shoppers have already revealed their appetite for the range, with an astonishing 94% of consumers saying they would either probably or definitely buy at least one of the flavours and the range seeing a particularly strong appeal amongst consumers between the ages of 18 – 45, whether they have families or not[1].
One reason for this could be Swizzels’ iconic sweet selection providing some welcome feelings of nostalgia for this age group, with some shoppers saying: “These bring back brilliant childhood memories” and “I always loved Swizzels growing up as a kid – I’m really excited about those flavours in a drink”.
Flavours in the Swizzels squash range span from classics such as Drumstick, Love Hearts and Parma Violets, to two Refreshers flavours – Lemon and Sour Apple – and two Squashies flavours – Bubblegum and Sour Cherry & Apple.
Each of these original sweets have cultivated a loyal following over the years and, as a result, the brands have stood the test of time and continue to be stalwarts within the British confectionery category. In fact, Squashies is the UK’s Number one sugar confectionery brand[2] and sells 158 bags every minute, over 15 million Refreshers bars are sold every year, 1.75 billion Love Hearts are made every year, the Drumstick brand is growing by 23% year-on-year and a National Day has even been dedicated to Parma Violets[3].
Swizzels’ sales have more than doubled over the last ten years[4], making now the perfect moment for Princes to work with them on this latest innovation.
As a key selling point, the range also has no added sugar – despite the drinks having the same great taste as their sweet counterparts. Each one litre bottle of Swizzels squash also contains real fruit, has no artificial colours or flavours and each serving is less than five calories.
With cost of living also being top of mind for everyone right now, consumers will be glad to hear that – with an RRP of £1.25 and 20 delicious servings per bottle – each serving can be enjoyed at just under 7p making for great value for money as well as delivering fantastic flavour.
David Boyle, Head of Commercial Drinks at Princes, said: “At Princes, we are constantly keeping an avid eye on the market and recently spotted a gap for a sweet confectionery range of squash which would appeal to the whole family.
“Swizzels, with its well-established heritage, years of experience and family appeal, made for the perfect choice. We’re proud to have created an exciting range of squash which delivers across taste, convenience and value.”
And it seems shoppers are just as excited, with one saying, “I love the fact these are new and exciting – and the colours make them look really appealing and refreshing!”, and another adding: “I drink a lot of squash, it’s great to have some new flavours”.
The Swizzels squash range has an RRP of £1.25 and is available now.
[1] KICR Innovation Research June 22
[2] IRI, Sugar Confectionery, Total Market, Value Sales 52wks to 25.12.2022
[3] Ex-factory sales
[4] Ex-factory sales
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