A Confectionery Crossover
Brand collaborations are now a standard part of the UK food landscape, but a partnership between direct, category-leading competitors remains rare. This concept proposes exactly that. It’s a bold idea.
The mockup brings together Swizzels and Haribo, two of the biggest names in sugar confectionery. Swizzels’ Squashies format, which transforms their classic hard sweets into soft foam gums, is here combined with the flavour profile of Haribo’s Maoam Stripes. The design merges the familiar purple Squashies bag with the unmistakable Maoam logo and striped sweet illustration. Two giants meet.
The Squashies Strategy
The Squashies range was a significant innovation for Swizzels. Launched in 2012, the brand extension took the flavours of long-established products like Drumstick lollies and Refreshers chews and reinvented them for the soft-eating gums market. It proved immensely successful. The format allows the company to trade on nostalgia while offering a completely different texture.
Since the original launch, the portfolio has expanded to include flavours that are not direct analogues of a vintage Swizzels sweet, moving into more generic profiles and textures. A Maoam edition would be another step in this evolution. It would be the first time the brand has incorporated a flavour profile from an entirely separate, and rival, company. This marks a departure from their established pattern.
What the real range looks like
The current Swizzels Squashies range covers a mix of classic and new flavours. On shelves now are the Original (Drumstick & Refresher), Bubblegum, Ice Cream, Splits Lollies, Strawberry Cream, and Sour Cherry Apple variants. The proposed Maoam Stripes Edition would be the first co-branded product in the lineup, bringing an external flavour profile from a major competitor into the Squashies format.
- 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 are Swizzels Squashies?
- Squashies are a popular range of soft foam gums made by the UK company Swizzels Matlow. They are based on the flavours of classic sweets like Drumstick lollies and Refreshers, but with a soft, chewy texture.
- What are Haribo Maoam Stripes?
- Maoam Stripes are a brand of individually wrapped, chewy, fruit-flavoured sweets produced by the German company Haribo. They are known for their distinctive flat, striped appearance and intense fruit flavours.
- Are Squashies Haribo Maoam Stripes Edition real?
- No, this is a Snackfish. The Squashies Haribo Maoam Stripes Edition is a mockup created by the design page UK Snack Attack and it is not on 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