To mark Swizzels 90th anniversary, the Derbyshire-based sweet manufacturer is challenging consumers to create their own “Sweetest Invention” that will be brought to life in the factory.

Entries will be shortlisted by a panel of Swizzels judges and then put to the public vote. The winning creation could end up sitting alongside Swizzels’ brands including Drumstick and Refreshers and new inventions Squashies and Choos.

Jeremy Dee, managing director of Swizzels, said: ‘‘We’re hugely proud to be celebrating 90 years in the confectionery industry.

‘‘Building on the popularity of our best-selling brands, we continue to innovate and reformulate with modern creations to meet and exceed consumer demands.

‘‘Now, we want our loyal fans to get creative and help us make the next big sweet in the sugar confectionery world. By inviting consumers to invent their own sweet, we are giving them a platform to express what they would like to see produced for the category, which is invaluable to ensure we continue to lead the industry and give consumers exactly what they want.

‘‘We are also looking forward to many more years working with and supporting our highly valued customers and suppliers.’’