An unusual twist from sweet maker Swizzels and Spanish home fragrance producer Cristalinas has been announced.
The pair have teamed up to launch three new sweet-scented diffusers and room sprays inspired by Swizzels’ Squashies Bubblegum, Squashies Strawberries & Cream, and Lemon Refreshers.
Starting from an RRP of £1.99, the range includes 25ml and 35ml reed diffusers and 250ml room sprays.
Developed to help retailers benefit from the continued growth of the home fragrance category, the collection will appeal to “shoppers seeking nostalgic, sweet-inspired scents,” Swizzels said.
With strong brand recognition from Swizzels and an accessible price point, the range offers an opportunity to encourage impulse purchases and attract both confectionery fans and home fragrance shoppers.
The partnership brings together two brands that share a commitment to creating sensory experiences. Cristalinas has long received positive feedback from consumers who state that its fragrances evoke the scent of confectionery, making the collaboration a natural fit.
As one of the UK’s most trusted confectionery brands, Swizzels has built a strong legacy through its much-loved products, while Cristalinas has established itself as one of the UK’s fastest-growing air care brands.
Perfect partners
Clare Newton, trade and shopper marketing manager at Swizzels, said: “We’re always looking for new ways to extend our much-loved brands beyond the confectionery aisle, and Cristalinas’ expertise in home fragrance made them the perfect partner for this collaboration.
“Together, we’ve created a collection that captures the distinctive scents of some of our most iconic sweets to not only offer consumers a new way to experience the familiar scent of Swizzels but also to support retailers by driving excitement in the category, creating strong cross-merchandising opportunities.”
The range provides retailers with a home fragrance collection that combines trusted branding, affordable pricing and broad shopper appeal. The products are suited to supermarkets, convenience stores, discount retailers, gift retailers and more, Swizzels advised, presenting several merchandising opportunities throughout the year.
Swizzels and Cristalinas are also planning to expand the range with additional formats and fragrances in the future. The collaboration has been developed and licensed through Blonde Sheep Licensing.
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