British sweet maker Swizzels and Spanish home fragrance producer Cristalinas have teamed up to launch three new sweet-scented diffusers and room sprays inspired by Swizzels’ Squashies Bubblegum, Squashies Strawberries & Cream, and Lemon Refreshers.
Starting from an RRP of £1.99, the range includes 25ml reed diffusers, larger 35ml reed diffusers and 250ml room sprays.
Developed to help retailers benefit from the continued growth of the home fragrance category, the collection will appeal to shoppers seeking nostalgic, sweet-inspired scents. With strong brand recognition from Swizzels and an accessible price point, the range offers an opportunity to encourage impulse purchases and attract both confectionery fans and home fragrance shoppers.
The Squashies Strawberries & Cream scented diffuser features a blend of juicy strawberries with smooth, creamy notes and the Squashies Bubblegum diffuser offers a playful, nostalgic scent. Refreshers Lemon provides a fizzy, fruity fragrance packed with citrus freshness.
As one of the UK’s most trusted confectionery brands, Swizzels has built a strong legacy through its much-loved products, while Cristalinas has established itself as one of the UK’s fastest-growing air care brands. With consumer demand continuing to grow for sweeter, nostalgic home fragrances, this partnership combines Swizzels’ long-standing reputation as a household name with Cristalinas’ expertise in air care to bring familiar, comforting scents into homes across the UK.
The partnership between Swizzels and Cristalinas brings together two brands that share a commitment to creating memorable sensory experiences. Cristalinas has long received positive feedback from consumers who state that its fragrances evoke the scent of confectionery, making the collaboration a natural fit.
Clare Newton, trade and shopper marketing manager at Swizzels, said, “We’re always looking for new ways to extend our much-loved brands beyond the confectionery aisle, and Cristalinas’ expertise in home fragrance made them the perfect partner for this collaboration. Together, we’ve created a collection that captures the distinctive scents of some of our most iconic sweets to not only offer consumers a new way to experience the familiar scent of Swizzels but also to support retailers by driving excitement in the category, creating strong cross-merchandising opportunities.”
Cristalinas is one of the leading suppliers of reed diffusers and car fresheners in Spain. It produces high-quality home fragrances using a 0% alcohol formula and a high concentration of natural essential oils. Its products are known for their intense scents and long-lasting performance. Headquartered in Madrid, Cristalinas also has subsidiaries in the UK, France, and Mexico.
Nick Jones, country manager for Cristalinas UK, said, “At Cristalinas, we’re committed to delivering high-quality fragrances while continuing to drive innovation and growth across the home fragrance category. Our partnership with Swizzels allows us to bring some of the UK’s favourite confectionery brands into the home, creating a unique offering that benefits both the air care and confectionery sectors. By tapping into the power of nostalgia, we’re creating a distinctive, recognisable range that helps drive shopper engagement, attract a new demographic of customers and add substantial value to the home fragrance category.”
The range provides retailers with a brand-new home fragrance collection that combines trusted branding, affordable pricing and broad shopper appeal. The products are suited to supermarkets, convenience stores, discount retailers, gift retailers, and more, presenting several merchandising opportunities throughout the year. Swizzels and Cristalinas are also planning to expand the range with additional formats and fragrances in the future.
The collaboration has been developed and licensed through Blonde Sheep Licensing.
