The Squashies Format
Swizzels Matlow has a long history of converting its hard sweets into the Squashies format. The core idea is simple: take the familiar flavours of classics like Drumstick lollies, Love Hearts or Refreshers, and deliver them as a soft, chewy foam gum. It’s a successful formula that has built a substantial range, moving beyond the original sweets into new flavour territories entirely.
The brand now occupies a huge amount of shelf space in newsagents and supermarkets, with a core offering that covers straightforward fruit and sour combinations. Recent years, however, have seen the brand push into more conceptual flavours, moving away from simple sweets and into the dessert space.
A Freezer Aisle Crossover
This is not the first time Squashies have looked to frozen treats for inspiration. The current lineup already includes two products that directly reference the freezer aisle: Squashies Ice Cream flavour and, more specifically, Squashies Splits Lollies. The Splits variant successfully turned the pineapple-and-raspberry lolly into a foam sweet, establishing a clear precedent for this kind of flavour crossover.
The Retro Ice Lolly Mix concept takes that idea and expands it into a multi-flavour assortment. Instead of focusing on a single lolly, the pack proposes three distinct types, each designed to evoke a different childhood classic. The visual on the bag is specific, showing a red, white and chocolate-sprinkled sweet; a red, orange and yellow striped one; and a green and white swirl. This ‘mix’ format is also a well-established part of the confectionery world, but applying it to a trio of distinct lolly types would be a first for the brand.
What the real range looks like
The real Swizzels Squashies range includes Original, Bubblegum, Ice Cream, Splits Lollies, Strawberry Cream, and Sour Cherry Apple. A Retro Ice Lolly Mix would be a logical extension of the existing Ice Cream and Splits Lollies variants, expanding the brand’s freezer-aisle theme into a multi-flavour bag.
- 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 soft foam gums made by the British confectionery company Swizzels Matlow. They are based on the flavours of their classic hard sweets, such as Drumsticks, Love Hearts, and Parma Violets.
- Are there other lolly-flavoured Squashies?
- Yes, Swizzels currently produces Squashies Splits Lollies flavour, which is based on the classic pineapple and raspberry ice lolly. They also make a general Ice Cream flavour.
- Are Squashies Retro Ice Lolly Mix available to buy?
- No, this product is not real. It is a Snackfish — a fictional concept and mockup image created by the online design page UK Snack Attack. It is not manufactured by Swizzels and is not sold anywhere.
More like this
- A Swizzels Squashies Fizzy Sherbet Fountain Mix Concept
- Swizzels Squashies Vintage Fizzy Pop Mix Pictured Online
- Percy Pig Sour Cherry Cola Pouch Appears in New Mockup
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