Rowntree’s is expanding its confectionery line-up with the launch of Rowntree’s Lollies – a new ambient sweets range inspired by the brand’s popular Ice Lollies, offering retailers a way to tap into summer flavours all year round.
Rolling out nationwide from February, the new range requires no freezer space and comes in 130g sharing bags, making it a convenient addition to the bags and sharing confectionery fixture.
The launch features three flavours made with real fruit juice: Fruit Pastilles Lollies, Sour Watermelon Flavour Lollies and Mango Flavour Lollies. Rowntree’s says the products are designed to deliver the same bold, fruity taste associated with its Ice Lollies, but in a shelf-stable format aimed at everyday snacking and sharing occasions.
“We’re thrilled to bring the bold, fruity flavours of our iconic ice lollies into a new sweet format.” Hayley Nixon, senior brand manager for Rowntree’s, said.
“This launch means fans can enjoy the taste they love, whatever the season, in a fun and shareable way. It’s all about giving people more of what they enjoy: vibrant flavours and real fruit juice.”
The move follows Rowntree’s recent strategy of reimagining established favourites, after the brand introduced Jelly Tots Tangy last year as a sour twist on the classic line.
Packaged for on-the-go and sharing, Rowntree’s Lollies aim to broaden appeal beyond traditional seasonal ice lolly sales, giving convenience retailers an opportunity to drive incremental purchases in the core confectionery aisle.
The Rowntree’s Lollies range is not suitable for vegetarians or those following a Halal diet.