Swizzels launches Naughty & Nice Squashies for festive season

Swizzels has launched its first-ever Christmas-themed Squashies.

The new elf-shaped Naughty & Nice Squashies come in two flavours – Strawberry Ice Cream and Apple Pie – in 120g packs with a bright, eye-catching design.

There are 12 bags (rsp £1.15) to a case.

Designed to elevate retailers’ festive offering this Christmas, the Naughty & Nice Squashies feature two elves in each bag – one on the ‘naughty’ list and one on the ‘nice’ list.

Clare Newton, trade manager at Swizzels, says: “Each year, we strive to enhance our Christmas offering to help the wonderful retailers we work with boost sales. This year, we’re excited to introduce our brand new Naughty & Nice Squashies, shaking up the Christmas sugar confectionery NPD category.

“This Christmas, we anticipate indulgence to be a key trend, with consumers seeking comforting and delightful treats to enjoy with family and friends. With festive flavours that promise to steal the spotlight, such as Strawberry Ice Cream & Apple Pie, this new product perfectly aligns with the growing consumer interest in unique flavour experiences.

“Our new Naughty & Nice Squashies are designed to add a fun, personalised twist to festive gifting. By incorporating both ‘naughty’ and ‘nice’ elements, we’re embracing the trend for novelty and personalisation in confectionery, which enhances the excitement and appeal of our products.”

She adds: “We know that shoppers are keen to make a start on their Christmas shopping early this year, so we’re encouraging retailers to stock up on our festive range to cater to those seeking to embrace the Christmas spirit as soon as possible.”

Swizzels is also bringing back its Sweet Shop Advent Calendar which has seen 41% year-on-year growth (Circana) and features 24 fan favourites.