The English Cheesecake Company has announced the latest addition to its ‘Collaboration Collection,’ following the success of its popular Biscoff Cheesecake.
This limited-edition offering, available at Sainsbury’s for an RRP of £3.75, features delightful layers of cheesecake in a Raspberry & Milk Drumstick flavor. It’s elegantly topped with a white chocolate drizzle and pink sprinkles, all resting on the brand’s signature crunchy biscuit base.
The collaboration between Swizzels and the English Cheesecake Company originated roughly a year ago when Blonde Sheep, the management company overseeing Swizzels’ licensing agreements, approached the English Cheesecake Company.
“They were interested in creating a collaborative cheesecake, initially to celebrate the 70th anniversary of Refreshers. However, after a few discussions, we all came to the agreement that a Squashies cheesecake would be the right fit for both parties. With both English Cheesecake Company and Swizzels being aligned as British brands, it was an opportunity to create a noteworthy product with a brand consumers know and love,” explained Nic Cooke, Sales and Marketing Director at the English Cheesecake Company.
Nostalgia: A Perfect Match for the Sweet Category
The innovative concept of ‘new-nostalgia’ has become a significant trend in the food and drink sector. As highlighted in our 2025 trends feature, this trend is especially evident in the sweet category.
According to a Trendhub study, an impressive 76% of UK consumers gravitate towards treats that evoke cherished childhood memories.
Cooke concurs, stating: “While Squashies are popular with children, they have an undeniably nostalgic flavor that makes them equally appealing to adults. The classic Raspberry & Milk Drumstick flavor is instantly recognizable. We are tapping into this powerful emotional connection when snacking, in addition to the growing trend of cross-category innovations in confectionery.”
Limited Edition: Testing the Waters
Although this cheesecake is a limited-edition release, Cooke indicates that there is always potential for it to become a permanent item.
“We seek to consistently introduce innovation to the category, and our Collaboration Collection facilitates this by partnering with a range of brands,” he mentioned.
“Our best-selling Biscoff Cheesecake also began as a limited-edition product, and ten years later, it stands as the No.1 selling brand cheesecake in the UK! This demonstrates why limited-edition SKUs serve as a great springboard for collaborative products; you never know where it could lead. It also provides an excellent opportunity to showcase exciting seasonal flavors and ensure that new product development remains central to our brand.”
