Swizzels expands its Halloween-themed range with new Squashies ‘Squeletons’

Sweet maker Swizzels has launched new multi-flavoured skeleton-shaped Squashies Squeletons ahead of Halloween, set to help retailers drive seasonal sales this year.

Alongside its usual range of popular sweets, Swizzels has introduced new Halloween Squashies in three vibrant skeleton shapes, available in three popular flavours: Sour Apple, Strawberry, and Orange.

The launch comes amid significant category growth, with Halloween sugar confectionery growing 18.4 per cent surpassing the 10.4 per cent growth seen in chocolate confectionery.

The limited-edition 120g Squashies Squeletons are now available for purchase in cases of 12 (RRP: £1.15).

Swizzels is urging retailers to stock up early on its new Squashies Squeletons, anticipating high demand and increased profitability for retailers due to the novelty of the product and the popularity of Swizzels’ Halloween range.

The sweet maker reports that its Halloween products grew by +26 per cent last year outperforming total sugar confectionery at +18.4 per cent.

The No.1 supplier of Variety Bags will also be offering its popular vegan variety range this Halloween, including the Scrumptious Sweets 134g, £1.25 PMP, Luscious Lollies 132g, £1.25 PMP and the Curious Chews 135g, £1.25 PMP, a great addition to any retailers’ sugar confectionery offering due to their strong shelf visibility and individually wrapped sweets, which are perfect for sharing with trick-or-treaters.

This year’s Halloween range also includes popular themed bags such as Monster Treats (440g, RRP £4), Mummy Mix (340g, RRP £3) and Trick or Treat Lolly Mix (330g, RRP £3) which has grown by 33 per cent in the market.

For retailers aiming to attract shoppers looking for a popular, shareable option with a variety of individually wrapped sweets, Swizzels’ Sweet Shop Favourites Tub is a bestselling Halloween item, with a RRP of £5.

“Halloween has become one of the biggest shopping events for retailers, which has prompted Swizzels to introduce its new-for-2024 Halloween-themed Squashies," said Clare Newton, trade marketing manager at Swizzels.

“We saw a great opportunity to elevate the category and decided to shake things up with our uniquely shaped Squashies Squeletons. These treats offer sweet fans a unique experience, perfect for those seeking a new flavour and texture adventure this Halloween.

“Our highly anticipated Squashies Squeletons have a foamy, soft texture, perfect for Halloween fans looking for a ghoulishly good treat.

“Our Variety Bags, Tubs, and Squashies Mini bags are packed with treats for every trick-or-treater and are sure to add a burst of joy to our customers’ Halloween festivities.”

Retailers can prepare for the occasion by stocking up on other bestselling Swizzels’ products, including the Squashies Mini bags, Sweet Shop Favourites Carton, Squashies Carton, and Sweet Treats Tub. Each sharing option features individually wrapped sweets, making them perfect for seasonal displays.

The Swizzels Halloween range, featuring the new Squashies Squeletons, will be backed by a nationwide marketing campaign. This includes cinema ads across Pearl and Dean venues, targeted Video on Demand (VOD) spots, dynamic digital outdoor advertising, and engaging in-store promotions.