Industry Confectionery Website Swizzels-matlow.com Founded 1928 Number of employees 621 Net income 3.521 million GBP | Operating income Headquarters New Mills, United Kingdom Revenue 49.85 million GBP Type of business Private limited company | |
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Products Love Hearts, Parma Violets Founders Maurice Matlow, David Dee, Alfred Matlow | ||
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Swizzels Matlow also known as just Swizzels is a confectionery manufacturer based in New Mills, Derbyshire, near Stockport in the United Kingdom. The company had revenues of £47 million in 2010/11. It employs around 500 people. Swizzels Matlow exports 20 per cent of its sweets to more than 20 countries, mostly in Europe. Their highest selling brands are Love Hearts, Parma Violets and Drumstick lollies. Its biggest sales period is Halloween.
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History
Operations began in the early 1920s at a market stall in Hackney, London, with Maurice and Alfred Matlow selling jellied sweets. They built a small factory in east London in 1928 and became known as Matlow Brothers, producing jellies and chews. 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).
In 1940, the Blitz forced their business to relocate northwards to a disused wick factory in New Mills, Derbyshire, where it remains. Parma Violets were introduced in 1946. Love Hearts were introduced in 1954. Drumsticks were introduced in 1957.
Hydrogenated fats were phased out in 2004. Artificial colourings were discontinued in 2009.
Refreshers
Swizzels Matlow Ltd.'s most popular product is Refreshers. 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.
Parma Violets
Parma Violets are hard, bi-concave disc-shaped sweets, similar to the Fizzers product from the same company, 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 2 flavours, milk and raspberry. It has had many special editions, such as the still produced lime and orange flavour.
In 2012 Swizzels Matlow launched a new product in the Drumstick line of sweets called "Drumstick Squashies" – maintaining the same flavours but selling it in a small sweet packet containing multiple foam-like sweets that are 1/3 one flavour, 2/3 another.
Others
Products include: