Cloetta’s Red Band and Malaco launches new multisensory product range – Sprinkled Foamies

Cloetta, Northern Europe’s leading confectionery company, launches Sprinkled Foamies, a new product range within its Superbrands Red Band and Malaco*. The product is available in two flavour variants across nine markets in Europe.

Sprinkled Foamies introduces a playful new candy experience that combines a soft, foamy marshmallow centre with a crunchy coating of colourful sprinkles. The contrast in textures creates a distinctive multisensory concept designed to delight consumers and bring a new level of fun to the candy aisle, while complementing Cloetta’s other foam candy, such as Malaco Foamy Monkey, Red Band Mushrooms, Ahlgrens bilar and Juleskum.

Two flavour variants are available: Sour Bubblegum with pink and light blue sprinkles and Strawberry with red and light green sprinkles.

Foam confectionery continues to grow in popularity and sour flavours also remain particularly popular, especially among young adults. At the same time, social media is amplifying demand for multisensory candy, with content highlighting texture, colour and sound when consumed. Consumers are also increasingly seeking confectionery that offers engaging and memorable consumption experiences. Sprinkled Foamies answers to this demand by bringing together multiple textures in one bite. The launch also builds on Cloetta's existing portfolio of foam candy and demonstrates the company's continued focus on consumer-led innovation.

“Sprinkled Foamies demonstrates our accelerated innovation in line with evolving consumer trends and behaviour. By combining a soft foam centre with a crunchy sprinkle coating, we have created a playful multisensory candy experience that offers something new and exciting for consumers. It is a great example of how we continue to strengthen our Superbrands through powerful concepts, while bringing innovations to market with increased speed and agility”, says Thomas Biesterfeldt, CMO.

From concept to market in less than a year, Sprinkled Foamies is a strong example of Cloetta’s third strategic priority to excel in marketing and innovation, which includes accelerated new product and commercial development to enable incremental growth, while continuing to develop marketing effectiveness. The launch demonstrates how consumer insights can be translated into distinctive concepts that create excitement and unlock new growth opportunities.

*Sprinkled Foamies is a multimarket launch under Cloetta’s Superbrands Red Band (the Netherlands) and Malaco (Sweden, Finland, Norway and Denmark). In addition, the range will be introduced in Estonia, Latvia, Lithuania and Slovakia under Malaco. During 2027, it will also be available through CandyKing, Cloetta’s Superbrand for Pick & mix.

International FMCG media
Thomas Biesterfeldt, CMO
Please reach out to Cloetta’s press desk, press.group (@) cloetta.com
 

Scandinavian media
Sofi Viebke, Communications & PR Manager

+46 730 80 03 23, press.scandic (@) cloetta.se
 

Investor and business media
Laura Lindholm, Director Communications & Investor Relations
+46 705 11 26 22, ir (@) cloetta.com
 

Cloetta’s press and investor desk
+46 766 96 59 40
ir (@) cloetta.com
press.group (@) cloetta.com
sustainability (@) cloetta.com
 

For more information from Cloetta and press images, visit www.cloetta.com/en/media/
 

Malaco and Red Band are part of Cloetta Group, Northern Europe’s leading confectionery company.
 

About Red Band: Red Band, one of the leading candy brands in the Netherlands, is known for its high-quality, tasty, and fun candy products and has nearly 100 years of heritage. With its colourful and playful assortment, Red Band is designed to bring joy to everyday moments—whether to share with family and friends or enjoyed on your own.
 

About Malaco: The name Malaco originates from Malmö Lakrits Compani, the first specialised liquorice manufacturer in Sweden. With roots dating back to 1934, Malaco today offers a broad portfolio of well-loved products and has, over many years, built its position through playful, unique and recognisable confectionery experiences. At the same time, the brand continues to evolve in line with changing consumer needs, with a strong focus on innovation in flavour, shape and texture—recent examples include concepts such as Malaco Foamy Monkey and the novelty Malaco Sprinkled Foamies.