UK-based confectionery manufacturer Swizzles Matlow has announced the launch of a new gum range - Squashies.
The new range will capitalize on the trend for gum-based sweets and contributes 50% of sugar confectionery value sales, as reported by the Food and Drink Innovation Network.
The Squashies range, which will feature a colorful and modern design, is available in 160g bags and a 45g countline size. Love Hearts, Drumstick Lollies, Double Lollies and New Refreshers are transformed into a softer gum version.
Swizzles Matlow marketing manager Sarah-Louise Heslop remarked that their attempt into developing gum versions shows will be a success as people love the concept.
"We are thrilled to be introducing Squashies into the market and offering consumers their favourite brands in a softer version," added Heslop.
