An Unlikely Collaboration
Haribo and Swizzels are titans of British confectionery. They are not, however, partners. The two companies occupy distinct, well-defended territories in the sweet aisle, which makes this mockup of a co-branded share bag so striking.
The concept places Swizzels’ Drumstick Squashies, the soft gum version of the classic raspberry and milk lolly, inside a Haribo-branded bag. Swizzels launched the Squashies range in 2012, successfully transforming their classic hard sweets like Drumsticks, Refreshers and Love Hearts into a softer, more modern format. Haribo, meanwhile, has dominated the share bag market for decades with its own established portfolio. A product merging the two is a significant hypothetical.
The Haribo Share Bag Lineup
The current Haribo share bag offering is a roster of familiar names. Most are variety mixes, collections of the brand’s own iconic shapes and textures. Starmix is the flagship, with its rings, hearts, bears, eggs and cola bottles. It sits alongside the sour Tangfastics, the varied Supermix, and the more fruit-forward Jelly Babies and Fruitilicious bags. There are also single-concept bags like Goldbears.
A few special editions appear, but they rarely involve another company’s intellectual property. The Nostalgix bag, for instance, is a self-referential product, bringing back old Haribo favourites like Rotella wheels and an old-style Croco. A bag dedicated entirely to another manufacturer’s signature sweet would be a completely new direction for the brand in the UK.
A Different Kind of Mix
This concept isn’t a ‘mix’ in the Starmix sense. The variety here comes from the flavour profile of the Drumstick itself, combining the distinct milk and raspberry notes in a single format. It’s a flavour mix, not a shape mix.
The caption that ran with the image — “Haribo Drumstick Squashies Mix! I need this share size” — points to the core appeal. Swizzels already sells multiple Squashies variants, including Sour Cherry & Apple and Bubblegum flavours, but a large-format Haribo share bag implies a different scale of distribution and a different place on the supermarket shelf. It would shift Squashies from being a Swizzels product into a Haribo headliner.
What the real range looks like
Haribo’s genuine UK share bag range includes Starmix, Supermix, Tangfastics, Goldbears, and Jelly Babies. A Drumstick Squashies edition would be a rare co-branded entry into a lineup that almost exclusively features Haribo’s own iconic sweets.
- Haribo Balla Bites Zing
- Haribo Starmix Sweets Tub
- Haribo Rainbow Strips Zing
- Haribo Tangfastics Sweets Tub
- Haribo Starmix Sweets Sharing Bag
- Haribo Supermix Sweets Sharing Bag
- Haribo Goldbears Sweets Sharing Bag
- Haribo Nostalgix Sweets Sharing Bag
- Haribo Jelly Babies Sweets Sharing Bag
- Haribo Fruitilicious Sweets Sharing Bag
Frequently asked questions
- What are Drumstick Squashies?
- Drumstick Squashies are soft, foamy gum sweets made by Swizzels. They were launched in 2012 and are based on the flavour of the classic Swizzels Drumstick lolly, which combines raspberry and milk notes.
- Does Haribo ever make sweets with other brands?
- It is extremely unusual. Haribo’s brand identity is built around its own portfolio of sweets like Goldbears, Starmix and Tangfastics. A collaboration of this kind with a direct competitor like Swizzels would be unprecedented in the UK market.
- Is the Haribo Drumstick Squashies Mix a real product?
- No, it is a Snackfish. The image is a mockup created by the online design page UK Snack Attack. The product does not exist and is not for sale 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