This week’s NPD line-up shows consumers are craving more than just flavour and are leaning into experiences. Whether it’s a nostalgic nod to childhood favourites or a bold new twist on global flavours, today’s confectionery landscape is being reshaped by a desire for emotional connection, sensory adventure and functional benefits.
But also, the lines between indulgence and utility continue to blur as snacking becomes more intentional. And so, brands are responding with products that deliver not just taste, but purpose; from energy-boosting formats to treats that support everyday rituals and moments of joy.
Meanwhile, limited-time launches and bold collaborations continue fuelling excitement in the confectionery aisle. With consumers increasingly drawn to novelty and exclusivity, brands are leaning into short-run formats to drive impulse purchases and social buzz.
Heritage brands are also finding new relevance by reimagining their classics. Whether through softer textures, new formats or unexpected partnerships, legacy names are evolving to tempt a new generation of shoppers into the category.
Rowntree’s goes soft
Rowntree’s is bolstering its soft sweets line up summer with the launch of Squidgers, a playful new extension of two iconic brands. Available across the UK and Ireland, the new range reimagines Jelly Tots and Fruit Pastilles in a softer, chewier format designed to appeal to families and nostalgic sweet lovers alike.
Fruit Pastilles Squidgers come in five classic flavours: blackcurrant, lemon, lime, orange and strawberry; while Jelly Tots Squidgers offer a fruity mix of raspberry, apple, pineapple and orange. Both come in 120g sharing bags (RRP £1.50) and are made with fruit juice and contain no artificial colours or flavours.
Energy candy reimagined
New start-up Ruly is looking to shake-up the confectionery with the UK launch of its “energy candy” – a caffeine-infused sweet designed to deliver a controlled boost without compromising on taste. The brand is currently trialling its first two flavours, Tropical and Red Berry, in forecourts and independent retailers.
Founded in 2024 by Sophie Murray and Lydia Franks, Ruly is a gummy-style sweet that delivers 80mg of caffeine per 42g pack, alongside guarana and B vitamins, offering what the brand calls “micro-boosting” controlled energising moment.
Unlike single-dose sports gummies, Ruly positions itself as a full-bag treat made by expert confectioners. The sweets are designed to taste like candy and be eaten like candy – with the added benefit of a functional energy lift.
The founders believe the UK energy confectionery category could be worth up to £640m. In comparison, the sports and energy drinks market was worth £3.1bn in 2023 and sugar confectionery £1.9bn.
“We’re giving consumers control, retailers a fresh impulse line, and the energy category a serious boost,” said co-founder Sophie Murray. “We want to do for sweets what Red Bull did for soft drinks – this time, we’re supercharging confectionery.”
Crunch meets crème in Nerds tie up
Dirty Dough is turning up the colour and crunch this summer with the launch of its limited-edition, collaborative Nerds Sugar Crush cookie. Available through June 19 and returning for a second run in August, the new cookie is rolling out across more than 65 Dirty Dough locations across the US.
The Nerds Sugar Crush cookie blends Dirty Dough’s signature gooey, stuffed cookie format with the tangy crunch of Nerds rainbow candy. Built on a sugar cookie base, the treat is filled with vanilla crème, topped with vibrant pink frosting and finished with a generous sprinkle of Nerds “for a multi-textured, flavour-packed bite”.
“With consumers rediscovering classic treats reimagined in bold, indulgent ways, the mix of Nerds candy and Dirty Dough was a natural match,” said Sarah DeVore, head baker at Dirty Dough. “It’s the perfect balance of texture, fun and creativity.”
Known for its rotating weekly menu and decadent, layered cookies, Dirty Dough sprinkles a series of limited-time flavour drops throughout the year.
Godiva teases UK return
Premium chocolate brand Godiva is making a bold return to UK supermarket shelves with a limited-edition Dubai-style chocolate, set to launch exclusively in Tesco. This marks the first time in nearly five years that GODIVA will be available in mass market retail across the UK, having previously been limited to luxury outlets such as Harrods, Selfridges and its Covent Garden flagship.
The move comes as parent company, Pladis, the London-based snacking powerhouse behind McVitie’s and Jacob’s, looks to capitalise on the growing consumer appetite for Middle Eastern-inspired flavours.
The Dubai-style chocolate trend, fuelled by TikTok and a wider interest in pistachio and regional ingredients, has already seen success in Turkey last year, where Pladis Türkiye sold 3,000 tonnes of its Dubai bar within four months of launch.
Godiva’s UK relaunch is part of a broader Pladis strategy to tap into global flavour trends and bring innovation to its heritage brands. Recent examples include new flavour extensions for McVitie’s Jaffa Cakes and Jacob’s Bites.
“Global influences are increasingly reshaping the snacking industry,” said a Godiva spokesperson. “The popularity of Dubai-style chocolate shows how international flavours are becoming mainstream. This launch reflects our commitment to growing beloved brands in key markets and meeting evolving consumer tastes.”
With the global premium chocolate market projected to reach $45bn by 2028, Godiva – which sells over 10,000 tonnes of chocolate annually – is positioning itself for renewed growth in the UK and beyond.
Yes, Please! Treats
Yes, Please! Treats is expanding its reach with a national rollout that brings its nostalgic, family-inspired snacks to online and retail shelves across the US. From June 9, all seven SKUs were available on Amazon.com and Walmart.com, with further distribution planned in grocery stores, hotel snack bars and big-box retailers.
Founded in 2015 by friends Jennifer Morey and Cathryn Farrimond, the Austin, Texas, based brand began as a passion project to share multi-generational recipes with their community. The line-up includes savoury seasoned nuts and hand-crafted candy-topped bark.
“At Yes, Please! tradition is everything – especially when it brings people together,” said co-founder Jennifer Morey. “We believe gathering with loved ones should be an everyday joy, not just for special occasions.”
