Swizzels Matlow

Swizzels Matlow, also known as just Swizzels, is a confectionery manufacturer based in New Mills, Derbyshire, near Stockport in the United Kingdom.[2] The company had revenues of £47 million in 2010/11.[2] It employs around 600 people.[3] Swizzels Matlow exports 20 per cent of its sweets to more than 20 countries, mostly in Europe.[4] Their highest selling brands are Love Hearts, Parma Violets and Drumstick lollies.[5] Its biggest sales period is Hallowe'en.[4]

Swizzels Matlow
TypePrivate limited company
IndustryConfectionery
Founded1928
HeadquartersCarlton House, New Mills, Derbyshire, United Kingdom
ProductsLove Hearts, Parma Violets, Rainbow Drops, Double Dip
Revenue £49,852,000[1]
£10,461,000[1]
£3,521,000[1]
Number of employees
 621[1]
Websiteswizzels.com

History
The new part by the Upper Peak Forest canal in New Mills.

Operations began in the early 1920s at a market stall in Hackney, London, with Maurice and Alfred Matlow selling jellied sweets.[4] They built a small factory in east London in 1928 and became known as Matlow Brothers, producing jellies and chews.[4] In 1933 the firm merged with a rival factory owner, David Dee, who specialised in fizzy compressed tablet sweets (although the company officially became Swizzels Matlow Ltd only in 1975).[4]

In 1940, the Blitz forced their business to relocate northwards to a disused wick factory in New Mills, Derbyshire, where it remains.[4][6] Parma Violets were introduced in 1946.[4] Love Hearts were introduced in 1954.[4] Drumsticks were introduced in 1957.[4]

Hydrogenated fats were phased out in 2004.[4] Artificial flavourings were discontinued in 2009.[4]

Products
A selection of Swizzels Matlow sweets.

Refreshers

Refreshers are one of Swizzels' most popular products. These are flat chewy sweets with sherbet in the middle, available in lemon and strawberry flavours. They are officially named New Refreshers, to avoid trademark confusion with Barratt's compressed tablet Refreshers sweet.[7][8]

Fizzers

Fizzers are rolled-up tablet candies that fizz and dissolve when put into soda. They are similar to the American candy Smarties (called Rockets in Canada).

Parma Violets

Parma Violets are disc-shaped sweets similar to Fizzers but without their fizziness. Swizzels Matlow have also released a line of Giant Parma Violets.

Drumstick products

The Drumstick sweet is a chewy lolly about 2" (5 cm) in length. It features two flavours, milk and raspberry. It has had many special editions, such as the still produced lime and orange flavour.

In 2012, Swizzels Matlow launched "Drumstick Squashies", foam-like chewy sweets with the same flavour as the Drumstick lolly. Several flavour variations, such as bubblegum, have also been released.[9]

Others

Products include:[10]

  • Banana Skids
  • Climpies
  • Double Lollies
  • Fruity Pops
  • Fun Gums
  • Mr Chews
  • Rainbow Dust
  • Rainbow Drops
  • Love Hearts
  • Double Dip
  • Tango Orange Flavour Chew Bar
  • Stinger Tutti-Fruiti Flavour Chew Bar
  • Crystal Fruits

References
  1. Financial statement of Swizzels Matlow Limited in High Peak
  2. Manchester Evening News 5 April 2012 Thursday Confectioners are making a lot of lolly
  3. Manchester Evening News 15 February 2012 Love is working on the production line of romance p7
  4. Salter, Jessica (19 November 2011). "Dream factory". The Daily Telegraph. Retrieved 7 August 2012.
  5. Forecourt Trader June 2012 Bag some sales p61
  6. "Swizzels factory features in BBC Two's Inside the Factory series". Manchester Evening News. Retrieved 2 February 2019.
  7. Jones, R. A. (on behalf of the Registrar and Comptroller-General) (21 February 2001). "IN THE MATTER OF APPLICATION NO. 2161647 IN THE NAME OF TREBOR BASSETT LIMITED AND IN THE MATTER OF OPPOSITION NO. 49406 THERETO BY SWIZZELS MATLOW LIMITED" (PDF). ipo.gov.uk. United Kingdom Intellectual Property Office. p. 9. Retrieved 25 February 2014.
  8. Swizzels [@SwizzelsMatlow] (4 December 2013). "@wayne24536203 Hi Wayne, thanks for your question. Our ones are called 'New Refreshers' Barratts' Refreshers are just 'Refreshers'" (Tweet) – via Twitter.
  9. "Swizzels-About". Swizzels Matlow. Retrieved 23 February 2020.
  10. Swizzel Matlow products Accessed 7 November 2011

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