Walk into a good sweet shop, or open a big pick n mix catalogue, and the names come at you thick and fast. Swizzels, Barratt, Bassett’s, Kingsway, Vidal. If you’re new to all this, or you just grew up on one brand and never wandered, it can feel like a lot. This is a plain-English tour of the names worth knowing, what they’re famous for, and how to use that knowledge to buy better.
Why brands matter at all
You might think a jelly is a jelly. It isn’t. Brands tend to have a house style, a texture and a reputation. One maker might be known for soft, sherbety chews, another for firm wine gums, another for bright fruity jellies. Once you know who does what, shopping gets much quicker and you stop buying things that disappoint.
It also helps with dietary needs. Different brands use different recipes, so one might use gelatine and another might not. Always check the packet in your hand, but knowing a brand’s habits is a good place to start.
Swizzels: the Derbyshire fizz factory
Swizzels is the brand a lot of people think of first. Based in New Mills in Derbyshire, it’s behind some of the most recognisable British sweets going: Love Hearts with their tiny messages, Drumstick lollies with their raspberry-and-milk flavour, Refreshers chews, and Parma Violets, the little perfumed discs that people either adore or swear taste of soap.
Their style is bright, sweet, a bit fizzy and gloriously old-fashioned. If you want a taste of the 1970s and 80s corner shop, this is the shelf to start with.
Barratt: the pocket-money classics
Barratt is one of the oldest names in British confectionery, and the brand is tied up with a particular kind of childhood memory. Think Dolly Mixture, the tiny multicoloured mix of fondant, jelly and sugar-coated shapes. Think Fruit Salad and Black Jack, the little penny-style chews that used to cost a coin each, and which are still sold under the Barratt name today. Think Flumps, the soft twisty marshmallows that still turn up on nostalgia shelves.
The brand also has a link to Jelly Babies, since the long history of those sweets crosses over with Bassett’s, which we’ll get to. In general, Barratt is where you go for classic, cheerful, slightly retro sweets.
Bassett’s: Allsorts and Jelly Babies
Bassett’s is a Sheffield name, and it’s responsible for two of the best-loved sweets in the country. Liquorice Allsorts are the colourful layered mix of liquorice, coconut and fondant that appear in every family tin. The story goes that they were created by accident, when a salesman dropped his samples and the pieces got jumbled together. It may be a tidy tale, but it’s a good one.
Then there are Jelly Babies, the soft, wobbly, fruit-flavoured figures. Everyone has a method of eating them (head first, legs first, in colour order), and everyone is convinced theirs is the right one. The brand is also known for its jelly-based ranges and, historically, for its work with other well-known British makers.
Haribo UK and the Pontefract connection
Haribo started in Germany, but it’s very much part of British life now, and it has a factory in Pontefract in West Yorkshire. That’s a town with its own sweet history, famous for liquorice for centuries.
Haribo’s bags are everywhere: Starmix, Tangfastics, Supermix and the gold bears that kicked it all off. The brand is known for its chewy, gelatine-based texture, bright flavours and strong sour range. Many Haribo products contain gelatine, so they’re not suitable for vegetarians, though there are some alternatives in other ranges. As ever, check the label.
Shopping by brand or by type?
Here’s a practical question worth asking yourself before you buy. Do you want a specific brand, or do you want a type of sweet?
If you already know that you love Swizzels Parma Violets or Haribo Starmix, shopping by brand is quicker. It’s also useful if you’ve discovered a maker whose texture you particularly like. A page that lets you shop sweets by brand puts everything from one maker in front of you at once, which is handy for building a themed hamper or topping up a tuck box.
If you just fancy “something fizzy” or “something chewy” for a party bag, shopping by type is better. You might end up with a mix from five different makers, and that’s fine. Many people end up doing a bit of both: choose three or four favourite brands, then fill the gaps with whatever type of sweet looks good. If you’re wondering where to start, it’s entirely reasonable to buy sweets online from a big range, so you can compare brands side by side without leaving the sofa.
Maynards Bassetts: Wine Gums and friends
The Maynards Bassetts name covers a lot of ground, but it’s Wine Gums that most people know. These firm, dense fruit gums are traditionally embossed with names of wines and don’t contain any alcohol, which still surprises people. They’ve got a satisfying chew, and are a staple of cinema trips and long car journeys.
If you like a sweet that lasts, with a proper bite and a clean fruity flavour, Wine Gums are hard to beat. They’re also a safe choice for a sweet table, because they look neat and don’t melt easily.
Kingsway: the pick n mix workhorse
Kingsway is the name you’ll see most often in a pick n mix display, even if you’ve never looked at the label. It supplies lots of the sweets that fill the big jars and trays in shops and online: fizzy cola bottles, jelly beans, foam shrimps, fried eggs, strawberry laces and many more.
It’s a brand built on variety and value, so it’s the one to reach for when you want a bag with lots of different shapes and colours. It’s not about prestige, it’s about filling a bag with joy.
Vidal: Spanish jellies and novelties
Vidal is a Spanish confectioner, and it brings a very different feel to a British pick n mix. Think soft, sugary jelly-filled novelties, giant gummy shapes and brightly coloured, fruit-flavoured treats. Vidal’s range often includes fun, over-the-top shapes such as burgers, fried eggs, gummy snakes and giant sweet slices, the sort of thing children love and adults pretend to roll their eyes at.
They’re brilliant for parties, goody bags and anything where the “look at that!” factor matters.
Bonds of London
Bonds of London is a British brand known for bright colours, cheerful packaging and a mix of traditional and trendy sweets. It’s often found in gift bags, tubs and pouches, which makes it a good choice when you want something that looks good on the shelf as well as in the bowl.
Candy Realms and SweetZone
Candy Realms and SweetZone are newer names that you’ll spot more often online than on the high street. Both focus on brightly coloured, fruity and fizzy sweets with a modern feel.
SweetZone in particular is worth a mention for people looking for halal-friendly options, as it offers ranges aimed at that audience. Do check the packaging and the certification yourself, though, because ingredients and approvals can vary between products and over time.
Cadbury: the chocolate giant
Cadbury needs little introduction. Based around Bournville near Birmingham, it’s a name that has been tied to British chocolate for generations. Dairy Milk, Flake, Curly Wurly, Wispa, Crunchie and Creme Eggs all come from this household name.
In a sweet shop context, Cadbury is the chocolate anchor. A few bars or buttons alongside your jellies and chews round out a gift or a party table, and nobody is ever disappointed to see them.
Rowntree’s: Fruit Pastilles and Randoms
Rowntree’s is a York name with a long confectionery history. Fruit Pastilles, with their sugar-dusted, firm-but-soft texture, are a perennial favourite, and Randoms, the colourful mixed bag of jelly shapes, are a staple of lunchbox treats.
The thing people love about Rowntree’s is how distinctive the textures are. Fruit Pastilles are chewy and crystalline, with real fruity flavour, and totally unlike a standard gummy.
Walkers Nonsuch: toffee time
Last, but far from least, is Walkers Nonsuch, a name connected to traditional British toffee. Think proper hard, chewy and creamy toffee, often sold in a bag or tin, and perfect with a cup of tea. It’s a dentist’s nightmare and a grandparent’s dream. The classic Walkers Nonsuch toffee is a treat for anyone who likes sweets with a bit of heft.
A quick note on vegetarian and vegan shopping
Brands often make several ranges, and not all of them follow the same recipe. A fruit jelly from one line might be gelatine-free while a similar-looking one from another is not. Some makers now label vegetarian and vegan products clearly, which helps, but it still pays to read the small print. If you’re buying for a mixed group, pick a few reliably suitable sweets and keep them in a separate jar so nobody has to play guessing games.
A few simple tips for beginners
- Pick one favourite brand and one new one each time you shop.
- Check allergen and dietary labels on every product, even ones you’ve bought before.
- Mix textures: something chewy, something fizzy, something soft.
- Don’t ignore the old-fashioned jars, because that’s where the best surprises hide.
Your own sweet map
Once you know who does what, a sweet shop becomes much easier to read. You can walk in, spot a name and know roughly what you’re getting. Start with the brands you know, wander into the ones you don’t, and keep a running list of the sweets that made you say “ooh.” That list will be a better guide than anything I can write.
