How sweets giant Swizzels balances heritage with innovation to stay relevant
Swizzels is leaning into inter-generational memories, social media and influencers as it evolves to reach a new generation of sweets lovers.
Swizzels, family-owned and founded in 1928, is known for creating some of Britain’s most iconic sweets, with Squashies, Love Hearts and Parma Violets to name a few.
As the sweets category becomes more crowded and marketing tactics evolve, Swizzels’ head of marketing, Sarah-Louise Heslop, is looking at ways to keep the brand “relevant”.
Being at Swizzles for almost 15 years, Heslop has been at the core of its growth. Though she acknowledges the challenge that comes with leading such a broad portfolio of brands, she says anniversaries for “heritage brands”, such a Refreshers, are a way to remind people of the brand’s history while it seeks to grow newer products, including Squashies.
