Swizzels launches two HFSS-compliant Squashies products

Swizzels has launched two new HFSS-compliant products – Squashies Tropical and Squashies Sour Shooting Stars.

Landing on shelves in time for summer, the new additions to the Squashies line-up – the No.1 sugar hanging bag in the UK (Circana) – reflect the rising popularity of sour and tropical flavours.

Squashies Tropical feature parrot, pineapple and watermelon shapes in the fruity flavours of mango & passionfruit, pineapple and watermelon. Squashies Sour Shooting Stars feature the sour flavour combinations of pink lemonade, starfruit & peach and cola lime in shooting star shapes.

In response to the increasing consumer demand for healthier, lower-sugar products, both the Sour Shooting Stars and Squashies Tropical are HFSS-compliant.

The new hanging bags come in bright packaging to stand out on shelves and have an rsp of £1.15. Squashies Tropical are also available in PMP format.

Clare Newton, trade & shopper marketing manager at Swizzels, says: “The iconic Squashies range is set to get even more exciting with the addition of bold new shapes and flavours which are sure to make an impact.

“Reflecting consumer trends, including the rising popularity of sour and tropical flavours, Squashies Tropical and Squashies Sour Shooting Stars retain the unique soft and foamy texture and beloved taste of Squashies whilst appealing to those seeking a HFSS-compliant choice.

“These on-trend, delicious treats are set to be a hit with consumers looking for fresh, fun treats this summer and retailers should stock up in anticipation of high demand.”

A full digital toolkit and activations are available to wholesalers and retailers to help catch consumer attention and drive sales.

The launch of Squashies’ new flavours is amplified by a tongue-in-cheek ‘Breaking News’ campaign that treats their arrival as a world-shaking event. With exaggerated global-scale disruption, bold media takeovers and absurd levels of intrigue, the campaign dials up the drama to match the impact of the brand’s most exciting launch to date.