got rather big.
From one brilliantly simple idea to a £55m+ brand.
A changing market.
Drumstick lolly was already a British classic. That pink and white stripe, unmistakable raspberry and milk flavour and a hit of nostalgia from the moment you opened the wrapper.
Hard sweet sales were slowing while softer, chewier sweets were growing fast. The opportunity was to create something only Swizzels could.
Drumstick Squashies kept the flavour, colours and nostalgia of the original lolly, but moved it into a new soft, foamy format.
Then came new flavours, new shapes, seasonal editions, gifting and new formats. More reasons to buy and more reasons to come back.
TV, social, sampling, partnerships and retail activation helped build Squashies beyond the product.
What started with one idea became a £55m+ international brand stocked across major retailers, with demand strong enough to support investment in a second factory.