Infinity Brands partners with Swizzels for new biscuit range

The new biscuit selection promises to provide consumers the same taste sensations as the sweets

Written by Georgie Dobie

Posted 18.08.2020 | Food & Drink

Infinity Brands partners with Swizzels for new biscuit range thumbnail

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.  

Royal Mail celebrates 100 years of Rupert Bear thumbnail

Royal Mail celebrates 100 years of Rupert Bear

Royal Mail, in collaboration with DreamWorks Animation and Universal Brand Development has launched a set of eight stamps to mark ...

Festival of Licensing unveils community and wellbeing programme sponsored by ViacomCBS Consumer Products thumbnail

Festival of Licensing unveils community and wellbeing programme sponsored by ViacomCBS Consumer Products

The online programme will feature three complementary elements: Family Friendly Dance & Yoga, Retro Workout Class, and Self-Care

APC Kids adds new international broadcast partners to CTC Media Kid-E-Cats thumbnail

APC Kids adds new international broadcast partners to CTC Media Kid-E-Cats

The company has secured a raft of deals across all three seasons of CTC Media’s hit pre-school animation show

Press Releases

Industry leaders join The Key Buyers Event: Digital Edition from 8-15 June thumbnail

Industry leaders join The Key Buyers Event: Digital Edition from 8-15 June

Jay Roewe, SVP of production for HBO, Erik Barmack, founder of Wild Sheep, Marc Lorber, SVP, international co-productions & acquisitions ...

Energizer spotlights Masha the Bear thumbnail

Energizer spotlights Masha the Bear

Animaccord and Energizer partner on Masha and the Bear licensed torches, heading to retail across EMEA in 2020

Elmo’s World comes to UK’s Tiny Pop in 2020 thumbnail

Elmo’s World comes to UK’s Tiny Pop in 2020

Kids’ TV channel expands its Sesame Street content with new series of short-form, interactive episodes

Milkshake picks up Pirata & Capitan S2 thumbnail

Milkshake picks up Pirata & Capitan S2

UK kids’ block acquires second series of the Millimages pre-school animation after successful first run