Swizzels introduces new £1 PMP Atomix range

Swizzels has launched Atomix, a new confectionery range in colourful £1 price-marked packs.

The new range reimagines two Swizzels favourites in a new bite-sized format. Atomix Rainbow Drops and Atomix Refreshers Sour feature a colourful outer shell and soft chewy centre.

Created to tap into key confectionery trends, including sour flavours, nostalgia and shopper demand for affordable treats, the range offers strong shelf standout and broad appeal.

Atomix Rainbow Drops features fruity flavours including strawberry, orange, lemon, apple and raspberry, while Atomix Refreshers Sour delivers a mix of sour fruit flavours including mango, strawberry, lemon and apple, inspired by the Refreshers chew bar.

Available in 100g £1 price-marked packs, the range has been developed with convenience retailers in mind. The high-impact foil packaging and bold Atomix branding are designed to catch shoppers’ attention on shelf, while the accessible price point encourages trial and repeat purchase.

The launch will be supported by a national digital outdoor campaign, alongside social media and PR activity. The trade campaign message, ‘Mix your range, Max your sales’, encourages retailers to extend their current offering to satisfy consumer needs for exciting, new products while benefiting from incremental sales.

Clare Newton, trade & shopper marketing manager at Swizzels, says: “Atomix is an exciting new launch for Swizzels, bringing together the nostalgia shoppers love with a bold, modern format that feels fresh and fun.

“With Atomix Rainbow Drops and Atomix Refreshers Sour, we’re giving retailers something genuinely new to add to their confectionery fixture. The range has been created to tap into demand for sour flavours, colourful treats and familiar brands with a twist, all in an affordable £1 PMP format that is ideal for convenience.

“Through our campaign message, ‘Mix it up a bit’, we’ll be encouraging consumers to add a little excitement to their day and try something new. We’re confident the range will help retailers drive impulse purchase, attract shoppers looking for something different, and add excitement to their summer confectionery offering.”