Swizzels pushes its vegan range for Veganuary

In its fourth year running a campaign in support of Veganuary, Swizzels has made what started as a Veganuary-only movement a year-round trend with the key focus message: ‘All These, All year, All Vegan’, to promote the extensive range of vegan sugar confectionery.

The plant-based category is growing at an exponential rate, creating demand for confectionery products that taste and feel like traditional confectionery.

Clare Newton, trade marketing manager at Swizzels, said: “Vegan sugar confectionery is becoming increasingly popular as vegan options move beyond the established categories of meat and dairy alternatives.

“We’ve found that innovation within the vegan sugar confectionery category is a strong driver to entice consumers to try out vegan products and keep them coming back for more.

“Plant-based sugar confectionery is in high demand and vegan alternatives have never been more important. Social media movements have helped fuel the interest in vegan lifestyles with the growth of food-related accounts and influencers.

“We want our customers to feel confident that they can still enjoy their favourite confectionery products all year round, not just during Veganuary.”