British sweet manufacturer Swizzels has revealed plans for a national roll out of its new product, the first ever Drumstick Chocolate bar.

Typically known for its ingenious sweet inventions and countless favourites spanning over 90 years, Swizzels has entered the chocolate bar 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, and combined it with milk chocolate. The result is a milk chocolate bar filled with a raspberry and milk fondant centre and real raspberry pieces.

The combination of the familiar, classic Drumstick taste with milk chocolate extends its product offering to a whole new audience.

With the standard pack format now available, the national launch will see this roll out into additional retailers throughout 2021 as well as the introduction of the £1 PMP format.

Jeremy Dee, managing director at Swizzels, said:

‘‘With the large chocolate blocks category currently in +22% growth and the fastest growing sub-category across the whole of Confectionery*, we wanted to bring the much-loved Drumstick taste into the category and give Drumstick fans a brand-new taste experience.

‘‘We know that chocolate has been extremely popular over the course of the pandemic, particularly large chocolate blocks which are driving performance, with sales of large blocks up £136m in 2020 vs 2019, amounting to an extra 105m blocks sold in that period*. It’s been a source of comfort for some, as have other confectionery products, so we wanted to put a smile on the faces of those looking to treat themselves in what has been such a challenging time.

‘‘Drumstick Chocolate has certainly generated a real buzz and proven to have great talkability. People have been very interested and excited to try the product, and consumer feedback has been very positive. We’re certainly confident that Drumstick Chocolate will add interest to the chocolate bar category this year.’’

With the popularity of the Drumstick brand spanning the older and younger generations, Drumstick Chocolate appeals to a wide consumer base – whether people are looking for a treat that gives them a feeling of nostalgia, or they’re looking to try the latest on trend product.

And it’s not just the brand that will be popular – Swizzels has ensured the packaging has been made 100% recyclable, which will also appeal to the majority of shoppers.

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