This is the latest addition to the business’ ‘Collaboration Collection’ following the success of the English Cheesecake Company’s Biscoff Cheesecake.
The limited-edition cake (Sainsbury’s, RRP £3.75) features fruity layers of cheesecake in a Raspberry & Milk Drumstick flavour, topped with a white chocolate drizzle and pink sprinkles, on the crunchy biscuit base the English Cheesecake Company is known for.
The collaboration between Swizzels and the English Cheesecake Company started around a year ago, when the business was approached by Blonde Sheep which manages Swizzels’ license agreements.
“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 English Cheesecake Company.
Nostalgia perfect match for sweet category
So called ‘new-nostalgia’ has been a key trend in food and drink; and as our 2025 trends feature highlighted, it’s particularly prevalent in the sweet category.
According to a Trendhub study, 76% of UK consumers are drawn to treats that evoke childhood memories.
Cooke agrees: “While Squashies are popular with children, they have an undoubtably nostalgic flavour that make them equally popular with adults. The classic Raspberry & Milk Drumstick flavour is instantly recognisable. We are tapping into this key factor of emotion when snacking, as well as the growing trend for brands to create cross-category innovations in confectionary.”
Limited edition: testing the waters
Whilst this is a limited-edition cake, Cooke reveals there’s always potential for it to become a permanent fixture.
“We want to constantly bring in innovation to the category, using our Collaboration Collection really helps us achieve this through partnering with a wide range of brands,” he said.
“Our best-selling Biscoff Cheesecake also began as a limited edition, and 10 years later it’s the No.1 selling brand cheesecake in the UK! This is why limited edition SKUs are always a great starting point for collaborative products, you never know where it could lead. It’s also a great opportunity to offer exciting seasonal flavours and ensure NPD is always at the heart of our brand.”