Swizzels ‘Sweetest Invention’ Judges

British sweet manufacturer, Swizzels, is celebrating 90 years in business this year.

The inventors of the iconic Love Hearts and Parma Violets have been producing sweets since 1928, with the earliest creations, Rainbow Drops and Fizzers, still being enjoyed today.

From humble beginnings, the Derbyshire-based family business has grown to become one of the UK’s fastest growing sugar confectionery manufacturers.

To mark the 90th anniversary, Swizzels is challenging consumers to create their own ‘Sweetest Invention’ that will be brought to life in the factory.

Entries will be shortlisted by a panel of Swizzels judges and then put to the public vote. The winning creation could end up sitting alongside Swizzels’ much-loved brands including Drumstick and Refreshers and new inventions Squashies and Choos.

Jeremy Dee, managing director of Swizzels, said: ‘‘We’re hugely proud to be celebrating 90 years in the confectionery industry. Building on the popularity of our best-selling brands, we continue to innovate and reformulate with modern creations to meet and exceed consumer demands.

‘‘Now, we want our loyal fans to get creative and help us make the next big sweet in the sugar confectionery world. By inviting consumers to invent their own sweet, we are giving them a platform to express what they would like to see produced for the category, which is invaluable to ensure we continue to lead the industry and give consumers exactly what they want.”

As part of the celebrations, Swizzels is also supporting wholesalers, cash & carries and convenience retailers, with bespoke prize draws, promotions and POS collateral from August.