Swizzels Squashies stormed into the market in 2012 and were the introduction to an entirely new sweet variety in the sugar confectionery market and quickly became a consumer favourite. Immensely positive consumer feedback meant that the Squashies brand has grown exponentially over the past 14 years, becoming 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. Mid 2024 saw Swizzels first venture into the Foodservice arena and a focus on the Squashies Original 140g and 60g variants, with the key objective of providing consumers with a sugar alternative to chocolate.
The message has remained consistent since its’ inception “For anywhere that stocks chocolate, 60g Squashies are an obvious incremental addition” – this simple message has delivered incredible results over such a small amount of time, with over 500 Punch Taverns and Robinsons Breweries sites now stocking the popular line.
However, Swizzels haven’t stopped at just supplying some of the most well known pub and restaurants in the UK, they’ve also targeted workplaces, independent cafes, childrens’ softplay centres, garden centres and over 40 football grounds across the nation.
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 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.
The launch of HFSS compliant Squashies has given Swizzels even more of an edge within the Foodservice sector, allowing consumers within locations such as hospitals, care homes and any regulated retail allowed, to continue to have a sugar confectionery offering from a proudly British supplier.
*Circana, confectionery data to 02.11.25
