In a world of I Quit Sugar, Allen’s needed to reinvigorate fans.

So we made Allens lollies feel like a new discovery, mixing old faves into surprising mash ups with

Allens Editions.

We hacked the Allens algorithm, swapping classic flavours and textures into unexpected moulds and coatings.

It revolutionised a 125 year old brand, opening the floodgates for further combinations and collaborations.