Mallow popularity prompts category growth
British sweet maker Swizzels is urging retailers to stock up on Marvellous Mallows as the mallow category continues to grow.
By maintaining a £1 price point, Swizzels aims to ensure its Drumstick-flavoured mallows remain a fast-moving and profitable product for retailers.
Marshmallows continue to be a popular choice among consumers, with the category now having an estimated worth of £24.4m [Source: IRI, sugar confectionery category, value sales 52wks to 25.12.2022, total market data] and showing growth of 22.3% in symbols and indies over the last year [Source: IRI, sugar confectionery category, value sales 52wks to 25.12.2022, symbols & independents data]
To coincide with trade activity, an innovative social media campaign has been created to drive sales by raising awareness of the product among consumers.
The #MarvellousOrMadness consumer campaign will run for eight weeks from Saturday 1 April and invites consumers across the UK to share the weird and wonderful ways they enjoy eating their mallows in return for various prizes.
Holly Drescher, brand manager, said: “Mallows continue to grow in popularity. They are the ideal product for on-the-go eating, sharing occasions and home baking. The creative opportunities for Marvellous Mallows are year-round – toasting by summer camp fires, making s’mores, topping on hot chocolate on Bonfire Night or creating something yummy with the kids during half term.
“We’re pleased to be able to maintain the important £1 price point despite competitors moving higher. We want to continue offering a great tasting product at a great price.”
