Swizzels’ Love Hearts, Drumstick and Refreshers move into the biscuit aisle with Infinity Brands

The UK food gifting supplier, Infinity Brands, has partnered with Swizzels to produce a range of biscuits inspired by the confectionery brand’s range of iconic treats, including Love Hearts, Drumstick, and Refreshers. The range is due to launch later this year.

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. Among the well-known products made by the outfit are the likes of Squashies, Rainbow Drops, Double Lollies and Fruity Pops.

The deal was brokered by Blonde Sheep Licensing and will see the biscuits sold in bold, Swizzels-themed food grade tins for strong shelf presence. The range will be sold across multiple retail channels including with 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.”

Natasha Dyson, managing director at Blonde Sheep Licensing, added: “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.”

Blonde Sheep Licensing continues to explore other opportunities for Swizzels in categories including home, food and social greetings.