Swizzels has rebranded its popular Love Hearts sweets as Kind Hearts and the new packs include eight positive new messages: BE YOU, YOU’RE LOVED, DREAM BIG, POSITIVE VIBES, RESPECT, STAY STRONG, LOVE YOURSELF, and BE KIND.
The rebrand follows the launch of an 18-month collaboration between Swizzels and YoungMinds, the UK’s leading charity fighting for young people’s mental health. Demand from young people for support and advice through the YoungMinds website has significantly increased since the beginning of the pandemic
Through the collaboration, Swizzels aims to raise awareness of the importance of mental wellbeing by encouraging fans of the brand to be kind to one another, whilst also promoting resources the YoungMinds has available for young people struggling with their mental health. Available to purchase in a £1 bag and giant roll format, Swizzels will also make a contribution to YoungMinds from the sale of each and every Kind Hearts pack.
Claire Lee, senior brand manager at Swizzels, said: “I’m overjoyed to be working with YoungMinds, who are an incredible charity doing so much work to help young people and their parents when they need it most. Kind Hearts is really just the start of the partnership. We are planning lots of exciting fundraising activity to support YoungMinds and we hope that we can encourage others to join in and do the same.”
Vanessa Longley, director of development at YoungMinds, said: “We’re really pleased to be partnering with Swizzels and hope the new Kind Hearts packs will remind people how important it is to remember that however you’re feeling right now, things can get better and that you always have value.”
Swizzels is the UK’s largest family-owned independent sugar confectionery business and one of the few confectionery companies to still manufacture sweets in the UK. The company makes a range of well-known products including Love Hearts, Refreshers, Drumstick Lollies, Rainbow Drops, Double Lollies, Squashies and Fruity Pops.
The rebrand will be for a limited time only.