Rowntree’s Launches Lollies-Inspired Confectionery Range for UK Retailers

Rowntree’s has announced a major cross-category innovation with the launch of Rowntree’s Lollies, a new range of fruity sweets inspired by the brand’s iconic ice lollies. Designed to drive year-round sales in the confectionery aisle, the launch aims to capture the "summer flavour" profile without the need for frozen storage.

The range features three distinct varieties, each formulated with real fruit juice to align with consumer demand for authentic flavour profiles:

Fruit Pastilles Lollies
Sour Watermelon Flavour Lollies
Mango Flavour Lollies

Expanding the Sharing Bag Category

The new line is positioned to capitalise on the robust UK sharing confectionery market. Packaged in 130g sharing bags, the format is designed for high-visibility placement in the "on-the-go" and "sharing" sections of convenience stores and supermarkets alike.

This launch follows the brand’s successful strategy of reimagining core heritage products for modern palates, such as the 2024 release of Jelly Tots Tangy. By pivoting frozen favourites into a shelf-stable sweet format, Rowntree’s is offering retailers a way to leverage brand nostalgia across different seasonal touchpoints.

Retail Availability and Dietary Specifications

Rowntree’s Lollies will be available to retailers and wholesalers nationwide starting in February.

Key Product Data for Buyers:

Format: 130g Sharing Bag
Availability: February (Nationwide)
Dietary Note: The range is not suitable for vegetarians or those following a Halal diet.

Hayley Nixon, Senior Brand Manager for Rowntree’s, commented on the strategic launch:

"We’re thrilled to bring the bold, fruity flavours of our iconic ice lollies into a new sweet format. This launch means fans can enjoy the taste they love, whatever the season, in a fun and shareable way. It’s all about giving people more of what they enjoy—vibrant flavours and real fruit juice.”

Fruit-Flavoured Innovation

As the UK confectionery sector continues to see growth in fruit-based "treat" segments, the introduction of the Lollies range provides a versatile option for retailers looking to refresh their hanging-bag displays. The inclusion of real fruit juice and the "bold flavour" marketing angle is expected to resonate with younger demographics and families looking for recognisable brand names with a novel twist.