Swizzels launches Marvellous Mallows giant countline

Swizzels has expanded its Marvellous Mallows range with a new ‘giant’ countline, Marvellous Mallows.

The new product tastes of the Drumstick flavour Raspberry & Milk and has been created as an on-the-go option for consumers.

The launch has been driven by the popularity of the sugar single category, growing at 12%, and the 29% growth of the mallows category (Circana).

Marvellous Mallows has an rsp of 50.

Trade marketing manager Clare Newton said: “We’ve noticed a growing trend among consumers who are rediscovering their appreciation for single confectionery items. We’ve responded to this by creating our mallows countline to cater to changing consumer needs and preferences.

“The launch of our new product marks an exciting time for Swizzels’ single confectionery offering. We’re urging retailers to stock up on our mallows countlines in anticipation of increased consumer demand for the new product.”

To coincide with the launch, a social media campaign aims to drive sales by raising awareness of the product among consumers.