Swizzels Sweets partners with Applied Nutrition to launch sweet-flavoured sport products

Swizzels Sweets has unveiled a long-term partnership with Applied Nutrition to launch a range of sports nutrition products in several of Swizzels’ well-known flavours.

Rolling out in June, sports brand Applied Nutrition has announced Drumstick flavour lollies of both its bestselling hydration drink BodyFuel, and a 60ml shot variant of its popular pre-workout, A.B.E.

Iconic confectionary manufacturer Swizzels is known for some of the most famous sweet brands including Love Hearts, Refreshers, Drumstick Lollies, and Parma Violets.

It is also one of the world’s longest-running sweet manufacturers and has been making sweets since 1928.

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In February, soft drinks manufacturer Princes partnered with confectionary brand Swizzles’ to launch a range of squash inspired by iconic sweets flavours.

The company says it will be releasing more products in the Swizzels flavours over the next few months across its proteins, performance powders and drinks ranges.

Both businesses say the new product lines will be available in some of Swizzels’ most renowned flavours, such as Refresher, Squashies and Love Hearts.

“Several of our flavours and brands have been a constant in the UK for generations and we play an important role in many people’s lives, therefore it was vital that we partnered with a brand that could produce products that accurately and authentically mirrored the famous and distinctive Swizzels flavours,” marketing manager at Swizzels, Sarah-Louise Heslop said.

“Applied Nutrition has worked closely with us to precisely replicate our famous flavours and we are delighted with the results.

“We know many of our fans care about their health, fitness and nutrition so this partnership is a perfect opportunity to give people an easy way to enjoy our flavours as part of an active lifestyle,” she said.

Head of brand partnerships at Applied Nutrition, Jason Dowling commented: “We can’t wait for customers to get their hands on the new Swizzels X Applied Nutrition flavour creations. The taste is perfect and will take a lot of customers back to their childhoods.”

Dowling added: “There’s several more of Swizzels’ famous flavours planned to make an appearance over the next few months across a range of different products which we’re confident customers are going to love.”



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