Swizzels introduces its first ever mallows product

Swizzels has launched Marvellous Mallows, its first ever mallows product.

The company has adapted its iconic Drumstick lolly flavour to create a unique-tasting marshmallow sweet.

Holly Drescher, junior brand manager at Swizzels, comments: “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.”

Swizzels will be backing the launch with a consumer marketing campaign, and wholesalers and cash & carries looking to stock the new product will be able to purchase single-facing and double-facing boxes that contain eight and 12 packs respectively.

Drescher continues: “With own-label marshmallows now in decline (IRI), 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.”