Swizzels boosts production to meet demand ahead of Veganuary

British sweet-maker Swizzels is increasing production to meet the growing demand for vegan sweets in time for Veganuary 2025.

Popular products like Variety Bags, Drumstick Choos, and Refreshers Choos are among Swizzels’ vegan sweets anticipated to see a significant rise in popularity as consumers continue to seek plant-based options from established brands.

The sweet maker urges retailers to stock up on its expanding vegan range as demand for vegan confectionery continues to grow. In 2024, vegan claims in sugar confectionery have risen by 33 per cent, compared to just 17 per cent in 2019, reflecting the increasing consumer preference for plant-based treats.

With over 25 million participants worldwide in January 2024, Veganuary’s growing popularity highlights the importance of retailers stocking well-known brands to entice customers looking to explore plant-based options.

Swizzels’ vegan range is a popular addition to any retailer’s sugar confectionery selection. The company has also seen a 34.1 per cent increase in its vegan Countlines, including Drumstick Choos, Love Hearts and Refreshers Choos, as well as an 38 per cent increase in its Hanging Bags range and Clipstrips, including Luscious Lollies, Scrumptious Sweets, and Curious Chews.

The sweet maker's popular vegan Drumstick Choos and Refreshers Choos are now available in PMP formats, with a £1.15 MRSP for 115g bags and 12 x 135g SRP.

"Vegan sweets are growing in popularity, with vegan claims now way more common in sugar and confectionery products than they were five years ago," said Clare Newton, Trade Marketing Manager.

"Swizzels has long been ahead of the trend, offering a vegan-friendly range well before the current surge in demand. Today, nearly all of our products are fully vegan, catering to a diverse customer base and helping boost sales for the retailers and wholesalers we work with.

“We are at the forefront of the vegan confectionery movement, offering an exciting range of sweets that deliver the familiar taste and texture of classic treats, all with a plant-based twist!

"Our vegan range is available all year-round, ensuring customers can enjoy their favourite sweets anytime, not just during Veganuary.”

In its sixth year running a campaign in support of Veganuary, Swizzels has made what started as a Veganuary-only movement a year-round trend with the key focus message: "All These, All Year, All Vegan", to promote the extensive range of vegan sweets.