This article has been produced and shared by Swizzels Matlow Ltd.
The creation of Swizzels Squashies in 2012 introduced an entirely new sweet variety into the sugar confectionery market and quickly became a consumer favourite.
Very early positive consumer feedback meant that the Squashies brand went from strength to strength, and is still currently the Number 1 Sugar Confectionery brand in the UK*. This growth within the market was bolstered heavily by Symbols and Indies, with consumers being able to find their favourite flavour due to the strong shelf presence within stores.
Over the past five years, the brand has continued to grow and evolve, with additional skus being added to the range; popular flavours such as Strawberry & Cream in the summer of 2024 and the Valentine’s launch of Love Hearts Squashies were introduced to the market quickly and have remained as staples within a strong consumer offering in store.
In addition to seasonal lines, Swizzels recognised the need to develop HFSS compliant products to help retailers continue to be able to showcase confectionery products effectively within promotional and high-traffic in-store areas, where newly introduced HFSS regulations were threatening to halt this. With that in mind, 2025 saw the launch of Tropical Squashies and Sour Shooting Stars Squashies with a HFSS compliant recipe. Squashies HFSS Lines have already sold 1.6m units in the Symbols & Indies channel since launch** and continue to grow in popularity before even reaching the first anniversary of launch.
The impact of the Squashies brand as being an integral part of any sugar confectionery bay continues to be highlighted, as the early 2026 launch of PMP Cherry Cola Squashies was met with an overwhelmingly positive reaction by both retailers and consumers alike. By continuously working to incorporate flavour trends into the launch of Squashies NPD, retailers can be confident that they’re stocking a core product which remains popular across all buying demographics.
*Circana, confectionery data to 02.11.25
** Circana, Symbols & Indies, Unit Sales, 52wk 15.03.26
