British sweet maker Swizzels has unveiled a brand-new limited-edition product in time for Valentine’s Day, combining two of its most-loved brands into one treat: Squashies Love Hearts.
Offering a fresh twist on two popular classics, the new Squashies Love Hearts combine Squashies’ signature soft texture with the iconic and timeless messages of Love Hearts.
Squashies remain the No. 1 sugar confectionery brand in the market*, while Love Hearts see consistent growth, with 950,000 units sold during the Valentine’s period and a 10% year-on-year growth in brand value**. Building on this success, Swizzels has combined the two household names to create a fast-moving and profitable addition to any retailer’s offering.
Available in 120g bags and sold in cases of 12, each foam sweet is embossed with a fun message or emoji, making them ideal for sharing with a loved one. Messages include ‘KISS,’ ‘WOW,’ ‘FAB,’ and ‘LOVE,’ alongside two cheerful and romantic emojis, adding a playful touch.
With an MRSP of £1.15, the new product retains the classic colours and flavours of traditional Love Hearts, including Pineapple, Lime, Blackcurrant, Lemon, Cherry, and Orange.
Swizzels’ Love Hearts range remains a Valentine’s Day favourite, led by the popular 39g Giant Love Hearts rolls, which outsell any other Valentine’s SKU with 621,000 units sold during the season**.
Other fan-favourites from the range include Love Hearts Originals Hanging Bags, the 15g mini Love Hearts rolls and Giant Love Hearts multipacks.
Clare Newton, trade marketing manager at Swizzels, said:“ We’re excited to introduce a delicious and innovative new product that combines two of our most popular brands, delivering the same moreish flavours and signature texture – with an added twist.
“Squashies Love Hearts bring something new to retailers’ offering, appealing to shoppers looking for unique yet familiar treats for themselves or as a special gift to someone else.
“Our Valentine’s range is all about sharing the love, regardless of relationship status – whether it’s romantic love, familial love or friendship and we hope the new Squashies Love Hearts will help to do just that.”
The launch is part of a broader campaign, featuring national research that explores how love and Valentine’s Day have evolved, and examining how the ways people express and seek love have changed over the years.
*Source: Circana, Confectionery category, Value Sales 52wks to 24/11/2024, Total Market
** Source: Circana, Total Market data, Confectionery, 4wks to 18/02/2024
