World of Sweets is urging retailers to stock up on branded freezables ahead of summer, as the category has seen considerable growth.

According to IRI, the freezables market grew by 70% annually in 2022.

The wholesaler will soon stock Warheads Extreme Sour Snap Ice. American sour candy brand Warheads is the fastest-growing sour candy in the USA, according to World of Sweets.

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It is growing in value by 65% annually and currently is worth £2.4m. It will be available in Green Apple, Watermelon, Black Cherry and Blue Raspberry varieties at an RRP of £1.75.

World of Sweets’ other brands include Barratt Ice Duos, which are available in Fruit Salad, Dip Dab, Wham and Refreshers varieties. They are available to retailers in packs of 14 at individual RRPs of £1.75.

The Barratt Ice Duo is also available in a single pole format at an RRP of 35p, available to retailers in packs of 60.

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Chris Smith, partner brand manager at World of Sweets, said: “Freezables are becoming extremely popular and with spring and summer just around the corner, we’re thrilled to be able to offer our customers such an exciting selection with two leading brands in the confectionery category.

“It’s important for retailers to keep their customers engaged by offering them something different. That’s why the Extreme Sour Snap Ice from American brand Warheads is a must have.

“We also expect the Barratt’s Ice Pole Duos in single formats for the convenience channel to perform really well as they offer great value and nostalgia with their Fruit Salad, Dip Dab, Wham and Refresher flavours.”

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