UK confectioner Swizzels Matlow has entered the gum category with the launch of Squashies.

The company is hoping to capitalise on the UK trend of gum-based sweets with the launch, which sees its most iconic brands – Love Hearts, Drumstick Lollies, Double Lollies and New Refreshers – transformed into a gum version.

Squashies are available in 160g bags with an RRP of GBP1.49 (US$2.39) and will be supported by a social media and marketing campaign.