An Unlikely Alliance
The idea is straightforward but feels momentous. A bag of Swizzels Squashies that tastes of Haribo Supermix. This concept brings two of the UK’s biggest confectionery rivals together into a single product. Swizzels and Haribo compete directly in every supermarket and corner shop, making any genuine collaboration a major industry event. The mockup packet frames this as a ‘Real Mix Innovation Edition’, which suggests a potential series of brand crossovers, a rare strategy in the fiercely competitive world of sugar confectionery.
The two companies have fundamentally different approaches. Haribo is a German giant, famous for its gummy sweets like Starmix and Tangfastics. Swizzels Matlow is a British institution built on classic chalky sweets and chews like Love Hearts, Parma Violets, and the Drumstick lolly. For them to share branding on a single bag would be the sweet equivalent of a peace treaty.
The Supermix Challenge
Adapting Supermix to the Squashies format would be a genuine technical challenge. A real bag of Supermix is defined by its variety of textures as much as its flavours; it contains both standard gummy sweets and softer foam-backed pieces. Squashies, however, have a single, uniform texture – a light, aerated foam gum derived from the classic Swizzels Drumstick.
The task would be to replicate the distinct flavours of the Supermix lineup, which includes raspberry, blackcurrant, orange and pineapple. Consumers would expect to find the essence of the classic milk bottle and the jelly man. But the experience would be entirely re-contextualised into the puck-like shape and soft chew of a Squashie, losing the textural variety that defines the original Haribo product.
A New Crossover Platform
The Squashies range has been one of Swizzels’ biggest successes of the last decade, but this concept points toward a new future for the brand. By framing the product as a ‘Real Mix Innovation Edition’, the mockup suggests Squashies could become a platform for other brands, not just an extension of Swizzels’ own catalogue.
Until now, the range has stayed in-house, drawing on the company’s own history. A move into collaborations would follow a trend seen elsewhere in the food industry, where established products act as a base for limited-edition partnerships with brands like Lotus Biscoff or Cadbury. This Haribo concept would be the first step in that direction for Squashies.
What the real range looks like
The current Swizzels Squashies range focuses on the brand’s own IP and classic sweet-shop flavours. The lineup includes Squashies Original (a mix of Drumstick and Refresher flavours), Bubblegum, Ice Cream, Splits Lollies, Strawberry Cream, and Sour Cherry Apple. A Haribo Supermix edition would be the first time the brand has incorporated the IP of a direct competitor.
- Swizzels Squashies Original
- Swizzels Squashies Bubblegum
- Swizzels Squashies Ice Cream
- Swizzels Squashies Splits Lollies
- Swizzels Squashies Strawberry Cream
- Swizzels Squashies Sour Cherry Apple
Frequently asked questions
- What is in a real bag of Haribo Supermix?
- A standard bag of Haribo Supermix contains a mix of gummy and foam sweets in various shapes and flavours, including the iconic Little Jelly Man, Milk Bottle, Sheep, and Ice Cream Cone. Flavours typically include raspberry, blackcurrant, orange, and pineapple.
- Who makes Squashies?
- Squashies are made by Swizzels Matlow, a British confectionery company famous for sweets like Love Hearts, Parma Violets, and Drumstick lollies. The Squashies range was first launched in 2012.
- Are Haribo Supermix Squashies real?
- No, it is a Snackfish — a mockup created by UK Snack Attack — and it is not sold 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