Baleigh have secured the license to manufacture Swizzels biscuits.
Brokered by Blonde Sheep Licensing, the range will feature a variety of formats, including Squashies Raspberry & Milk Cream Biscuits, Love Hearts Orange Creams and Squashies Cherry & Apple Cream Biscuits.
Each product has been carefully developed to balance the distinctive Swizzels flavour profiles with high-quality branded biscuits, ensuring broad consumer appeal and strong repeat purchase. The Swizzels biscuit range launched in Morrisons nationwide on May 18th with a full roll out across UK retailers from September onwards. The range has been developed with strong on-shelf standout, featuring vibrant packaging that reflects the heritage and fun of the Swizzels brands.
The UK sweet biscuit category continues to be a major part of the overall biscuits category. Swizzels’ entry is expected to unlock incremental growth by tapping into its powerful brand equity and emotional connection with shoppers. The biscuit launch forms part of a broader innovation pipeline for Baleigh, with further category expansions and flavour extensions already in development. Seasonal variants and limited-edition releases are also planned to drive ongoing consumer engagement.
Swizzels continues to show strong performance as one of the UK’s most resilient and recognisable confectionery brands, driven by a combination of nostalgia, innovation, and consistent retail presence. The business has maintained steady growth by refreshing its core ranges, particularly within Squashies and Drumstick, while introducing new flavours and formats that keep the brand relevant to younger consumers without alienating its loyal base.
Anthony Balkin, managing director, commented:
“We see a significant opportunity to bring the Swizzels much loved flavours into biscuits, a staple in UK households.”
“We’re thrilled to have partnered with Baleigh to bring Swizzels biscuits to life. They have created a range that delivers on nostalgia, taste and strong retail appeal, opening up a whole new consumption occasion for the Swizzels.” commented Natasha Dyson, founder, Blonde Sheep Licensing.
