British confectionary company Swizzels is encouraging retailers to stock up on Marvellous Mallows, its Drumstick-flavoured marshmallows, as the mallow category experiences growth. By maintaining a price point of £1, Swizzels aims to ensure that its product remains attractive to consumers and profitable for retailers.
Marshmallows have become a popular choice among consumers, with the category now estimated to be worth £24.4m. The category has grown by 22.3% in symbols and indies over the last year, showing its potential as a profitable product for retailers.
To boost consumer awareness of Marvellous Mallows, Swizzels has launched an eight-week social media campaign called #MarvellousOrMadness. In this campaign, customers can share the weird and wonderful ways they enjoy eating marshmallows to win various prizes.
Holly Drescher, brand manager at Swizzels, says that marshmallows are versatile and perfect for on-the-go eating, sharing occasions, and home baking. “The creative opportunities for Marvellous Mallows are year-round – toasting by summer campfires, making s’mores, topping on hot chocolate on Bonfire Night, or creating something yummy with the kids during half term”, she added.
Despite competitors raising prices, Swizzels is committed to maintaining its £1 price point, a strategy that has proved successful in keeping its product moving quickly off the shelves.
In conclusion, retailers should consider stocking Marvellous Mallows as a profitable product in the growing mallow category. With its innovative social media campaign and commitment to a low price point, Swizzels offers consumers a great-tasting product that they can enjoy in a variety of creative ways.