Swizzels expands PMP range

British sweet manufacturer Swizzels has expanded its £1 PMP range with its newest sweet invention, Choos.

Available in two variants, Drumstick and Refreshers, Choos are said to bring a unique offering to the soft chew hanging bag category with a choice of five flavours per pack.

Drumstick Choos contain five double flavour combinations including: peaches & cream and strawberry & banana, while Refreshers Choos offer five fizzy flavours with a sherbet centre, including pineapple and apple.

The soft, chewy texture is in keeping with consumer demand for softer sugar confectionery, and the range is suitable for vegetarians and vegans.

Emma Herring, NPD brand manager at Swizzels, says, ‘The soft chew hanging bag category is currently experiencing huge growth, up 5%, and the category is now worth £97m, so we are delighted to have entered this category with our £1 PMP Choos and we hope to contribute significant further growth.

‘‘Our Squashies £1 PMP is the UK’s number one best-selling sugar PMP, and we are confident that Choos will prove as successful for these channels.’’

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