Cloetta has announced the international launch of Sprinkled Foamies across nine European markets.
Deployed under its Red Band and Malaco brand banners, the product range introduces a dual-texture concept that combines a soft marshmallow foam centre with a crunchy outer coating of colourful sprinkles.
The commercial deployment addresses rising consumer demand across Europe for multisensory confectionery, texture contrasts, and engaging eating experiences amplified by social media trends.
Multisensory Innovation and Texture Contrast
The development of Sprinkled Foamies expands Cloetta's established foam confectionery portfolio, building upon existing product lines such as Malaco Foamy Monkey, Red Band Mushrooms, Ahlgrens bilar, and Juleskum.
By combining foam and sprinkle layers into a single bite, the product matrix responds to consumer interest in multi-textured confectionery, particularly among young adult demographics where sour flavour profiles and tactile sensory experiences drive high brand engagement.
The release also highlights Cloetta's operational focus on agile innovation, transitioning the concept from initial research and development to retail shelves in under twelve months.
Thomas Biesterfeldt, Chief Marketing Officer at Cloetta, stated that the concept demonstrates accelerated product development aligned with evolving consumer behaviours, adding that combining foam centres with crunchy coatings strengthens the company's core brands through distinctive sensory concepts.
Flavour Variants
The Sprinkled Foamies platform enters commercial distribution across two distinct flavour and colour options:
🍬 Sour Bubblegum: Features a soft foam centre paired with sour bubblegum flavouring, coated in pink and light blue sprinkles.
🍓 Strawberry: Combines a soft foam centre with sweet strawberry flavouring, coated in red and light green sprinkles.
Distribution
Cloetta is executing a multi-tier European distribution strategy across grocery, discount, and convenience retail networks.
Key commercial parameters and market deployment details include:
Brand Branding: Distributed under the Red Band banner in the Netherlands, and under the Malaco brand across Sweden, Finland, Norway, Denmark, Estonia, Latvia, Lithuania, and Slovakia.
Pick and Mix Channel Expansion: Scheduled to expand into Cloetta's CandyKing pick-and-mix brand footprint across European retail locations during 2027.
Strategic Positioning: Aligns with Cloetta's broader commercial strategy to accelerate new product development timelines and generate incremental volume growth across core European operating territories.
The rollout provides European confectionery buyers and retail category managers with a multi-market foam candy line engineered to drive impulse trial and category excitement across retail sets.
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