Swizzels introduces limited-edition Squashies Love Hearts

Swizzels has introduced Squashies Love Hearts as a limited-edition product in time for Valentine’s Day.

Offering a twist on two classics, the new product combine Squashies’ signature soft texture with the iconic messages of Love Hearts.

Available in 120g bags (rsp £1.15) and sold in cases of 12, each foam sweet is embossed with a fun message or emoji. Messages include ‘KISS,’ ‘WOW,’ ‘FAB,’ and ‘LOVE,’ alongside two cheerful and romantic emojis.

The sweets feature the colours and flavours of traditional Love Hearts, including Pineapple, Lime, Blackcurrant, Lemon, Cherry, and Orange.

Squashies remain the No.1 sugar confectionery brand in the market, while Love Hearts are seeing consistent growth, with 950,000 units sold during the Valentine’s period and a 10% year-on-year growth in brand value (Circana).

Clare Newton, trade marketing manager at Swizzels, said: We’re excited to introduce a delicious and innovative new product that combines two of our most popular brands, delivering the same moreish flavours and signature texture – with an added twist.

“Squashies Love Hearts bring something new to retailers’ offering, appealing to shoppers looking for unique yet familiar treats for themselves or as a special gift to someone else.

“Our Valentine’s range is all about sharing the love, regardless of relationship status – whether it’s romantic love, familial love or friendship and we hope the new Squashies Love Hearts will help to do just that.”

The launch is part of a broader campaign, featuring national research that explores how love and Valentine’s Day have evolved, and examining how the ways people express and seek love have changed over the years.