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Infinity Brands takes a bite out of Swizzels

Company is due to launch a range of biscuits later this year after striking a deal through Blonde Sheep Licensing.

UK food gifting supplier, Infinity Brands is the latest licensee to partner with Swizzels.

The company will launch a range of biscuits later this year which will aim to provide consumers with the same taste sensation as the popular sweets.

Brokered by Blonde Sheep Licensing, the deal covers Love Hearts, Drumstick and Refreshers biscuits to be sold in funky food grade tins. The biscuits will be sold across many different retail channels including garden centres, farm shops, delis, independents and online.

“We are delighted to have signed a licensing agreement with Swizzels, a company with such a strong heritage, great products and brand awareness,” commented Darren Rickless, md at Infinity Brands. “We have spent the last three or four months developing a range of biscuits to match the flavours of some of Swizzels most popular sweets including Refreshers and Squashies.

“Our Love Heart biscuits are round pure butter shortbread biscuits embossed with some of the most popular Love Heart slogans. The biscuits are to be produced in the UK and will initially be launched in fabulous keepsake tins. Other retail packaging will be introduced to the market in 2021.”

Natasha Dyson, md of Blonde Sheep Licensing, added: “The food category continues to perform very well for Swizzels, so biscuits are a natural progression. Darren has spent a long-time perfecting the taste and fizz sensation, so we know consumers won’t be disappointed.”

Blonde Sheep is continuing to investigate other opportunities for Swizzels in categories including home, food and social greetings.

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