Factory of dreams
Inside the Swizzels factory, a hot snake of pink goo shoots out of one machine, rainbow coloured puffed rice out of another, trays of gem-like jelly sweets are popped into the oven, and thousands of tiny hearts are stamped with adorable messages of love. It’s a magical world of confectionary delight - Willy Wonka, eat your heart out!
More than 90 years after they first opened, Swizzels are still producing some of the nation’s favourite sugary treats. So apart from making some of the most lip-smacking lollies and chews on the market, what’s the secret to their ongoing success? We think it’s that they’ve hit the sweet spot between moving with the times (they’ve recently reformulated their classics to be suitable for vegans) and keeping that retro, nostalgic feel that we love. Either way, it works for us – Swizzles, we salute you!
Here’s the low-down on our fave Swizzles sweets…
Be mine, kiss me, my girl - Love Hearts launched way back in 1954 and are probably the most iconic of Swizzels’ sweets. Since then they’ve been used by millions of people to say I love you. Stamped with more than 100 different messages, from I’m shy to love bug, the wording is mostly dreamt up by the Swizzles family. Messages have changed with the times - good boy and hello mum didn’t survive beyond the 50s, far out man and groovy were left behind in the 70s, and these days email me and the emoji range, reflect the way in which you guys communicate – nice!
Who doesn’t like a Drumstick? Is it a chew? Is it a lolly? It’s both – yay! The Drumstick was discovered by accident in 1957, when Trevor Matlow was experimenting with a new chew wrapping machine and discovered he could pour two flavours (raspberry and milk) into the machine and put in a stick – yum - that’s the kind of accident we like!
Deliciously chewy sweets, with a fizzy sherbet centre, Refreshers make us feel all nostalgic about school days. Just popping one in our mouth takes us back to skinned knees, conkers on strings and jumpers for goalposts – sigh.
Love them or hate them, the distinctive floral flavour of Parma Violets is something you never forget. Originally marketed as breath-fresheners, these little purple pastels have had bands named after them, albums penned in their name, and for their 70th birthday, Swizzels teamed up with an intrepid cheesemaker to create a Parma Violet flavoured cheese!