Sweets-maker Swizzels is launching Atomix, a new confectionery range designed to help convenience retailers and independents drive impulse sales with bright, colourful £1 price-marked packs.
The new range reimagines two Swizzels lines in a bite-sized format. Atomix Rainbow Drops and Atomix Refreshers Sour feature a colourful outer shell and soft chewy centre, combining familiar flavours with a fresh eating experience.
Created to tap into trends including sour flavours, nostalgia and shopper demand for affordable treats, the range offers strong shelf standout and broad appeal.
Atomix Rainbow Drops features fruity flavours including strawberry, orange, lemon, apple and raspberry, while Atomix Refreshers Sour delivers a mix of sour fruit flavours including mango, strawberry, lemon and apple, inspired by the classic Refreshers chew bar.
Available in 100g £1 price-marked packs, the range has been developed with convenience retailers in mind. The high-impact foil packaging and bold Atomix branding are designed to catch shoppers’ attention on shelf, while the accessible price point encourages trial and repeat purchase.
The launch will be supported by a major national digital outdoor campaign, alongside social media and PR activity, helping to build consumer awareness and encourage shoppers to look out for the new brand in store. The trade campaign message, “Mix your range, Max your sales,” encourages retailers to extend their current offering to satisfy consumer needs for exciting, new products while benefiting from incremental sales.
“Atomix is an exciting new launch for Swizzels, bringing together the nostalgia shoppers love with a bold, modern format that feels fresh and fun,” said Clare Newton, trade & shopper marketing manager.
The launch builds on Swizzels’ continued success in reinventing well-known favourites for today’s shoppers. Following the popularity of products inspired by classic Swizzels brands, including Drumstick, Love Hearts and Double Dip, Atomix offers a new way for fans of Rainbow Drops and Refreshers to enjoy familiar flavours in a fun, contemporary format.
Atomix Rainbow Drops and Atomix Refreshers Sour will be available from summer 2026.