TLL Staff
British confectionery maker Swizzels has teamed with English Cheesecake Company to launch a new dessert inspired by the brand’s popular Squashies candy.
The collaboration, brokered by Blonde Sheep Licensing, will see the debut of Squashies Cheesecake Slices in Sainsbury’s stores beginning on September 11.
The dessert combines layers of fruit-flavored cheesecake with a crunchy biscuit base, topped with a white chocolate drizzle and pink sprinkles, in a nod to the Squashies brand.
Charlotte Roberts, head of marketing at English Cheesecake Company, said the new slices were designed to bring a playful twist to the chilled desserts category.
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“We can’t wait for people to get their hands on our latest and most exciting flavor yet,” Roberts said. “We teamed up with the iconic Swizzels to create something unique, fun, and totally delicious.”
The launch is part of Swizzels’ strategy to expand its brands beyond confectionery into other food and drink categories. In recent years, the company has entered categories including ice cream, sweet treats, milkshake powders, nutritional supplements, cakes and cupcakes.
“This collaboration is a brilliant example of how versatile the Swizzels brands are,” said Natasha Dyson, founder and chief executive officer of Blonde Sheep Licensing. “English Cheesecake Company have done a fantastic job of bringing Squashies to life in a totally new and exciting way.
“The slices are fun, eye-catching and bang on trend, and we can’t wait to see them in stores.”
For English Cheesecake Company, the product represents the latest addition to its Collaboration Collection, a line of desserts created in partnership with well-known food and beverage brands. The company has built a reputation for indulgent chilled desserts, with products widely available across the United Kingdom.
Blonde Sheep Licensing, which managed the agreement, works with brands and manufacturers to grow revenue through licensing partnerships.
The agency said collaborations like the Squashies Cheesecake Slices highlight the growing trend of confectionery-inspired desserts crossing into other grocery categories.
Swizzels, founded in 1928, is one of the longest-running sweet manufacturers in the UK, best known for products including Love Hearts, Refreshers, Drumsticks and Squashies. Its expansion into desserts reflects a broader industry trend of heritage confectionery brands branching into new formats to reach consumers in multiple settings.
By bringing together one of Britain’s best-known confectionery makers with a specialist dessert company, the partners aim to capture attention in the chilled aisle and attract both candy lovers and dessert fans.
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