Swizzels launches brand new Marvellous Mallows countlines

British sugar confectionery company Swizzels has expanded its Marvellous Mallows range with the introduction of its new Mallow Countline, Marvellous Mallows Giant, as the category continues to grow in popularity.

The new Mallow Countline tastes of the nostalgic Drumstick flavour, Raspberry and Milk, with a blend of light and soft textures and has been created as an on-the-go option for consumers looking for their favourite treat in a more portable format.

The sweet maker has tapped into the single confectionery market, driven by the popularity of the sugar single category, growing at +12 per cent.

The new Drumstick-flavoured Mallows Countlines are available for purchase now (RSP: 50p).

Swizzels is urging retailers to stock up on its Mallows Countlines, anticipating high demand and increased profitability for retailers due to the popularity of the category. The sweet maker reports that the Mallows category is growing at +29 per cent.

“We’ve noticed a growing trend among consumers who are rediscovering their appreciation for single confectionery items," said Trade Marketing Manager Clare Newton. "We’ve responded to this by creating our Mallows Countline to cater to changing consumer needs and preferences.

“The launch of our new product marks an exciting time for Swizzels’ single confectionery offering. We’re urging retailers to stock up on our Mallows Countlines in anticipation of increased consumer demand for the new product.”

To coincide with the launch, an engaging social media campaign aims to further drive sales by raising awareness of the product among consumers.