Swizzels boosts production ahead of Veganuary

Swizzels is increasing production to meet the growing demand for vegan sweets in time for Veganuary 2025.

In January 2024, Swizzels saw a 34.1% increase in its vegan countlines, including Drumstick Choos, Love Hearts and Refreshers Choos, as well as an 38% increase in its hanging bags range and clipstrips, including Luscious Lollies, Scrumptious Sweets, and Curious Chews. The sweet maker’s vegan Drumstick Choos and Refreshers Choos are now available in PMP formats.

With over 25 million participants worldwide in January 2024, Veganuary’s growing popularity highlights the importance of retailers stocking well-known brands to entice customers looking to explore plant-based options.

The sweet maker urges retailers to stock up on its expanding vegan range as demand for vegan confectionery continues to grow. In 2024, vegan claims in sugar confectionery have risen by 33%, compared to 17% in 2019 (Mintedl).

Clare Newton, trade marketing manager at Swizzels, says: “Vegan sweets are growing in popularity, with vegan claims now way more common in sugar and confectionery products than they were five years ago (Mintel).

“Swizzels has long been ahead of the trend, offering a vegan-friendly range well before the current surge in demand. Today, nearly all of our products are fully vegan, catering to a diverse customer base and helping boost sales for the retailers and wholesalers we work with.

“We are at the forefront of the vegan confectionery movement, offering an exciting range of sweets that deliver the familiar taste and texture of classic treats, all with a plant-based twist!

“Our vegan range is available all year round, ensuring customers can enjoy their favourite sweets anytime, not just during Veganuary.”

In its sixth year running a campaign in support of Veganuary, Swizzels has made what started as a Veganuary-only movement a year-round trend with the key focus message: ‘All These, All Year, All Vegan’, to promote the extensive range of vegan sweets.