We’re Swizzels
Proudly making life a little sweeter since 1928. Founded by brothers Alfred and Maurice Matlow, and later joined by David Dee, our story began in London before the wartime Blitz led us to our forever home in New Mills, Derbyshire, in 1940.
Our factory is housed in a former textile mill, a nod to the region’s industrial past. Before it echoed with the hum of sweet production, the building was busy with spinning frames and looms. When we arrived, we brought with us not just sugar and steam—but a new chapter for the mill and the town.
From these humble beginnings, we’ve created sweet sensations that have stood the test of time. Love Hearts launched in 1954, delivering iconic messages like “Be Mine.” Drumsticks followed in 1957, blending chewy nostalgia with raspberry-milk flavour, and skipping a few decades, in 2012, Squashies took the nation by storm.
In 1990, Princess Diana visited our New Mills factory, charming staff and creating a truly special moment in our history. To mark her visit, we crafted personalised sweets for Princes William and Harry—a royal gift that made the whole town proud.
Today, our sweets are enjoyed in over 20 countries, and our team of nearly 600 continues to grow. To meet increasing demand, we opened a second site in Middlewich, Cheshire in 2022—adding new capabilities while keeping our heritage at the heart of everything we do.
Swizzels is still a family-owned business, and many of our team members have been with us for decades, with several generations of families working under one roof. We're proud of our roots, proud of our people, and proud to still be inventing new ways to make the world smile—one sweet at a time.
Our values
At Swizzels, our values of Passion, Respect, Integrity, Teamwork & Positivity are rooted in creativity, community, and confectionery magic. Whether you're reliving childhood with a Parma Violet or sharing Squashies with the next generation, you're part of our story.
So go on—have a sweet. You’re in good company.
