Swizzels has entered the mallows confectionery segment for the first time with the launch of Marvellous Mallows.

The new product combines the flavour of the supplier’s popular Drumstick lolly with a soft mallow sweet. It is available in plain and £1 price-marked packs.

This marks Swizzels’ third reimagining of the original Drumstick flavour, following the recent launches of Drumstick Squashies and Drumstick Chocolate bars.

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Mark Walker, sales director at Swizzels, said: “Mixing traditional and consumer favourite flavours into new sweets is key to our product development. Thanks to our past success, we’re confident that Marvellous Mallows will be an exciting new addition to the mallows category this year.

“Mallows have continued growing over the last year and the category is now worth £24.7 million. The market is clearly popular with consumers and retailers should stock up on mallows to help drive sales.”

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