Smiley Movement logo

'Kind Hearts' sweets rebranded for YoungMinds

Words by Smiley Team

British sweet manufacturer Swizzels has announced a new partnership with Love Hearts – its iconic retro sweets – and national young people’s mental health charity, YoungMinds

Swizzels has relaunched Love Hearts with its limited-time-only name, Kind Hearts. The brand-new packs include eight positive new messages: BE YOU, YOU’RE LOVED, DREAM BIG, POSITIVE VIBES, RESPECT, STAY STRONG, LOVE YOURSELF, and BE KIND.

Through the partnership, Swizzels aims to raise awareness of mental wellbeing by encouraging people to ’share the love’ by being kind to one another, whilst also promoting resources the charity 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. 

Charity impact for young people

YoungMinds is the UK’s leading charity fighting for young people’s mental health. Demand from young people for support and advice through its website has significantly increased since the beginning of the pandemic. 

The charity also runs a helpline that parents can call, email or webchat for advice and emotional support about a young person in their care, as well as training and services for adults working with young people.

Claire Lee, senior brand manager at Swizzels, added: “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. 

“We wanted to partner with YoungMinds as we knew the amazing amount of support and resources they offer. We thought Love Hearts – a sweet loved for decades - were the perfect brand to encourage the nation to share the love and promote Young Minds’ work further. 

“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."

Inspired to act?

DONATE: You can donate to YoungMinds, the charity supporting children's mental health. 

VOLUNTEER: Find out what volunteering opportunities are available with YoungMinds

This article aligns with the following UN SDGs

You might also like…