British sweet manufacturer Swizzels has launched Marvellous Mallows, its brand-new and first ever mallows product.

Typically known for its ingenious sweet inventions and countless favourites spanning over 90 years, Swizzels has entered the mallow category for the first time in its history.

The company has adapted its iconic and unique Drumstick lolly flavour, known and loved for more than 60 years, to create a unique-tasting marshmallow sweet.

Holly Drescher, junior brand manager at Swizzels commented: “We’re extremely excited about the launch of Marvellous Mallows, our latest sweet innovation and first marshmallow product in our history.

“Worth £24.7 million, the mallows category is the second fastest sub-category in confectionery* and clearly popular with consumers.

“With the upcoming BBQ season inspiring people to roast marshmallows and use them in summer dessert recipes, we’d encourage wholesalers to stock up on Marvellous Mallows and attract retailers looking to boost sales from consumers during the warmer months.”

The product is sure to standout thanks to its eye-catching design, and Swizzels will be investing significant budget into marketing the new sweet directly to consumers to ensure the packs fly of the shelves.

Wholesalers and cash and carries looking to stock the brand-new product will be able to purchase single facing and double facing boxes with 8 and 12 packs respectively. The packaging also offers a stand-out, other-worldly artwork which is sure to catch the eye of retailers looking to increase their mallow offering.

Holly continued: “With own-label marshmallows now in decline**, our latest innovation reinvents the category and offers retailers the chance to boost sales by providing consumers with the chance to purchase a mallow product from a much-loved, well-established brand.

“Thanks to our past success, we’re confident that Marvellous Mallows will be an exciting new addition to the mallows category this year.”

Swizzels is the UK’s largest family-owned independent sugar confectionery business and one of the few confectionery companies to still manufacture sweets in the UK. The company makes a range of well-known products including Love Hearts, Refreshers, Drumstick Lollies, Rainbow Drops, Double Lollies, Squashies and Fruity Pops.

*Internal database to 03/05/2022

**IRI, Confectionery, Value Sales, 52wks to 23/01/2022, Total Market

***IRI, Confectionery, Value Sales, 52wks to 23/01/2022, Total Market

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