Leading UK food gifting supplier, Infinity Brands, is the latest licensee to partner with Swizzels to produce a range of biscuits. The range is due to launch later this year with the biscuits providing consumers the same taste sensation as the sweets.
Swizzels is the largest independent British owned manufacturer of sugar confectionery in the UK and is still run by members of the families who founded the business back in 1928. The company makes a range of well-known products including Love Hearts, Squashies, Refreshers, Drumstick Lollies, Rainbow Drops, Double Lollies and Fruity Pops.
Brokered by Blonde Sheep Licensing, the deal covers Love Hearts, Drumstick and Refreshers biscuits to be sold in funky food grade tins which will delight Swizzels fans and have strong shelf presence. The biscuits will be sold across many different retail channels including garden centres, farm shops, delis, independents and online.
Darren Rickless, managing director at Infinity Brands, said: “We are delighted to have signed a licensing agreement with Swizzels, a company with such a strong heritage, great products and brand awareness. We have spent the last three or four months developing a range of biscuits to match the flavours of some of Swizzels most popular sweets including Refreshers and Squashies. Our Love Heart biscuits are round pure butter shortbread biscuits embossed with some of the most popular Love Heart slogans. The biscuits are to be produced in the UK and will initially be launched in fabulous keepsake tins. Other retail packaging will be introduced to the market in 2021”
“The food category continues to perform very well for Swizzels, so biscuits are a natural progression. Darren has spent a long-time perfecting the taste and fizz sensation, so we know consumers won’t be disappointed,” said Natasha Dyson, managing director at Blonde Sheep Licensing who brokered the deal.
Blonde Sheep Licensing continues to investigate other opportunities for Swizzels in categories including home, food and social greetings.