A Proper Retro Assortment
Swizzels has built an empire on a handful of very distinct, much-loved sweets. This new mockup pulls them together into one bag, reimagined in the brand’s most successful modern format: Squashies.
The concept is a ‘Retro Classics Mix’, a share bag containing four of the company’s most recognisable properties. The pack shows foam gum versions of the milk-and-raspberry Drumstick lolly, the fizzy lemon Refresher, the divisive floral Parma Violet, and the chalky, fruity Love Heart. It’s a compelling lineup. One of these already exists as a standalone product, but for the other three, this would be their Squashies debut.
The Squashies Phenomenon
Launched in 2012, Squashies have become a phenomenon for Swizzels Matlow, the Derbyshire-based confectioner. The sweets sit in a category of their own, a soft foam gum that is neither a gummy nor a marshmallow, but something in between. The original milk and raspberry flavour, based on the classic Drumstick lolly, was an immediate hit and created a platform for a huge range of variants.
The strategy has been to leverage the parent company’s back catalogue. We have already seen the launch of Love Hearts Squashies and Splits Lollies Squashies, which bring other established Swizzels brands into the new format. This ‘Retro Classics’ bag feels like the logical next step in that project: not just a single brand crossover, but a full-blown compilation album.
Beyond The Standard Mix
The assortment bag is a cornerstone of the UK confectionery market. But most mixes, like a Starmix or a Supermix, are collections of generic shapes and flavours created for that specific product. A cola bottle, a fried egg, a raspberry-flavoured heart.
This is different. This concept proposes a mix where every single component is already a famous brand in its own right. It’s a portfolio showcase. The idea is ambitious, bringing together flavours that occupy very different spaces in the public imagination. Few sweets divide opinion quite like a Parma Violet, and placing it next to a guaranteed crowd-pleaser like a Drumstick is a confident move.
What the real range looks like
The current Swizzels Squashies range includes Original, Bubblegum, Ice Cream, Love Hearts, Cherry Cola, Splits Lollies, Strawberry Cream, and Sour Cherry Apple. This ‘Retro Classics Mix’ would be a new kind of assortment, creating a ‘greatest hits’ bag from the company’s wider portfolio of brands.
- Swizzels Squashies Original
- Swizzels Squashies Bubblegum
- Swizzels Squashies Ice Cream
- Swizzels Squashies Love Hearts
- Swizzels Squashies Cherry Cola
- Swizzels Squashies Splits Lollies
- Swizzels Squashies Strawberry Cream
- Swizzels Squashies Sour Cherry Apple
Frequently asked questions
- What sweets are in the Swizzels Retro Classics Mix?
- The concept pack shows a mix based on four iconic Swizzels sweets: the raspberry and milk flavour of Drumstick lollies, the fizzy lemon taste of Refreshers, the floral flavour of Parma Violets, and the fruity Love Hearts.
- Are Parma Violet Squashies a real thing?
- No, currently the only way to get a Parma Violet flavour is in the classic hard candy format. This mockup is the first time the flavour has been imagined as a Squashies foam sweet.
- Are Swizzels Retro Classics Mix Squashies real?
- No. This is a Snackfish, not a real product. The image is a mockup created by the online design page UK Snack Attack and is not available to buy anywhere.
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You have been Snackfished!
Snackfish :
[sn-a-ck-fish] verb
A snack that lies about its legitimacy as an official product online for internet clout and attention. Most commonly fabricated in Adobe Photoshop or using the unofficial Snackfish AI