- Rowntree’s unveils new Squidgers soft sweets range in a UK & Ireland-wide rollout.
- Includes reimagined versions of Jelly Tots and Fruit Pastilles in a softer texture.
- Launch backed by Kids Pass promotion offering families summer discounts at over 1,500 attractions.
Rowntree’s, the British confectionery brand under Nestlé UK, is making a fresh move into the soft sweets category with the launch of Squidgers – a new take on its classic Jelly Tots and Fruit Pastilles.
The national rollout across the UK and Ireland brings a softer, chewier version of the household favourites to the market in 120g sharing bags. Backed by consumer insights showing that 78 per cent of shoppers are open to trying a twist on a classic sweet, Squidgers aims to tap into this appetite for innovation in familiar formats.
The Fruit Pastilles Squidgers come in five traditional flavours – blackcurrant, lemon, lime, orange and strawberry – while Jelly Tots Squidgers offer a mix of raspberry, apple, pineapple, and orange.
“Our new Squidgers sweets are deliciously soft and made with fruit juice, perfect for those looking for a twist on a classic,” said Sophie Browning, Brand Manager for Rowntree’s at Nestlé UK & Ireland.
Summer promotion offers family day out discounts
To support the launch, Rowntree’s has teamed up with family savings platform Kids Pass to offer parents and guardians three months of free access to over 1,500 discounts on attractions and days out.
From 1 July to 31 August, consumers purchasing promotional packs in-store can scan a QR code and register to receive a unique code for free Kids Pass access (new customers only). The initiative is designed to help families make the most of summer without paying full price.
“While the British weather can be unpredictable, you can rely on Rowntree's to bring the fruity fun this summer with our Kids Pass partnership. Each pack offers parents and guardians discounts at a huge number of locations across the UK and Ireland, helping everyone create memorable moments together this summer,” Browning added.
James Mellor, Business Director at Kids Pass, said: “We're thrilled to be partnering with Rowntree’s to help families enjoy unforgettable experiences for less, at some of the UK’s top attractions this summer. We’re excited to see the creative campaign come to life both in-store and out in the market.”
Product details
Rowntree's Fruit Pastilles Squidgers 120g
Rowntree’s Jelly Tots Squidgers 120g
RRP: £1.50 (Retailer discretion)
Note: Not suitable for vegetarians or those following a Halal diet.
