In its fourth year of supporting Veganuary, Swizzels has transformed what was originally a Veganuary-only campaign into a year-round trend with the key message: ‘All These, All year, All Vegan’. This aims to promote the wide range of vegan sugar confectionery available.
The plant-based category is experiencing rapid growth, creating a demand for confectionery products that mimic the taste and texture of traditional confectionery. Clare Newton, trade marketing manager at Swizzels, highlighted the rising popularity of vegan sugar confectionery, noting that it is growing beyond the established categories of meat and dairy alternatives.
Newton added, “Innovation within the vegan sugar confectionery category is a strong driver for enticing consumers to try out vegan products and encouraging repeat purchases. The demand for plant-based sugar confectionery is high, and vegan alternatives have never been more important.”
Furthermore, Newton emphasized the impact of social media movements in fueling interest in vegan lifestyles, particularly with the growth of food-related accounts and influencers. She also stressed the importance of ensuring that customers can enjoy their favorite confectionery products throughout the year, not just during Veganuary.
Swizzels’ commitment to providing a diverse range of vegan sugar confectionery aligns with the company’s focus on meeting the evolving needs of consumers throughout the year.
