English Cheesecake Company and Swizzels Join Forces

Blonde Sheep Licensing has announced the launch of a new collaboration between Swizzels, the iconic British confectionery brand, and English Cheesecake Company, specialists in indulgent chilled desserts. Together, they are bringing a fun twist to the chilled aisle with the launch of Squashies Cheesecake Slices.

Brokered by Blonde Sheep Licensing, the new slices feature creamy, fruity layers of cheesecake inspired by the much-loved Squashies flavour, topped with a white chocolate drizzle and pink sprinkles, all on English Cheesecake Company’s signature crunchy biscuit base. Initially available exclusively in Sainsbury’s from 11th September 2025.

The collaboration reflects Swizzels’ ongoing strategy to expand its iconic brands beyond confectionery into new and exciting categories. This launch is one of several new licensees into the food and drink category, a space it shares with water ice and ice cream lollies, ambient sweet treats, milkshake powders, nutritional supplements, celebration cakes and cupcakes.

It marks the latest addition to English Cheesecake Company’s award-winning Collaboration Collection.

Charlotte Roberts, Head of Marketing at English Cheesecake Company said of the launch; “We can’t wait for people to get their hands on our latest and most exciting flavour yet. We teamed up with the iconic Swizzels to create something unique, fun, and totally delicious.”

“This collaboration is a brilliant example of how versatile the Swizzels brands are. English Cheesecake Company have done a fantastic job of bringing Squashies to life in a totally new and exciting way. The slices are fun, eye-catching and bang on trend, and we can’t wait to see them in stores.”  comments Natasha Dyson, founder & CEO, Blonde Sheep Licensing.

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