As Refreshers turn 70, Blonde Sheep Licensing’s Natasha Dyson talks all things Swizzels

Oh, my days Natasha! If anything’s made me feel old today, it’s learning that the Refreshers chew brand is about to turn 70!
Ha! Sorry about that! I feel the same way realising Blonde Sheep turns ten in 2025 as well. And for eight and a half of those years we’ve been working with the Swizzels brands.

And what kind of thing have you done with them so far? Refreshers, for example?
We have a whole variety of products as many of our licensees cover all the Swizzels brands. Highlighting Refreshers, we have ice lollies, nutritional supplements, toiletries, cordial, stationery, tea, biscuits, and ice pops. I’ve undoubtedly forgotten a few!

Naturally! And what kind of things are you looking to attract with the 70th anniversary?
Nostalgic brands are on trend at the moment, as are sweet brands. These are two positive reasons for licensees to work with Refreshers. Next year we have car fragrance, cup cakes and celebration cakes launching – and some exciting brand collaborations I can’t divulge yet.

We’d like to collaborate with brands on food and drink, health and beauty, and apparel… The creative focus being on the bright and bold iconic Refreshers colours and incorporating the aroma or flavour, product dependant.

I could see that, yes. The bright blue and yellow packaging…
Yes – that really stands out. My pet projects will be footwear.

Oh, wow. And tell me: which anniversaries are coming up?
Swizzels have a lot of anniversaries over the coming years! 2025 is the 70th anniversary of Refreshers. 2026 is the 80th anniversary of Parma Violets… 2027 is the 70th anniversary of Drumsticks – and the highlight in 2028 is Swizzels 100th anniversary.

Gracious me! A packed calendar!
Indeed! We’ve got a busy few years ahead of us.

What an extraordinary thing. Maybe we should set up an interview with them, Natasha, in time for the hundredth anniversary…
Absolutely, put it in your diary! Swizzels have an interesting history. Founded in 1928 as ‘Matlow Bros. Ltd.’ by Maurice and Alfred Matlow, the company initially produced jelly sweets in London. They joined forces with David Dee, forming the enduring partnership behind ‘Swizzels Matlow’. During World War II, Swizzels relocated to Derbyshire – where it remains – to ensure production continuity away from bombings in London.

That I did not know! And just so I’m clear: why did the company name shorten to ‘Swizzles’?
The company adopted the shorter name Swizzels on packaging to maintain consistency across product lines. It’s also much more memorable for shoppers! Swizzels continues to operate as a family-owned business and is the largest British-owned sugar confectionery manufacturer in the UK.

Fantastic answers! Thank you. I’m keen to ask, Natasha… Given how so many foods and confectioners come and go, why do Swizzels endure?
It’s a good question, Deej, and there are several reasons. Swizzels is still a family-owned company which means the brands and the business are really personal to them. They’re a British company who manufacture in Britain, with factories in Derbyshire and Middlewich. Their commitment to quality and local production resonates with consumers looking to support British brands.

Beyond that, the sweets are very accessible. Swizzels caters to a broad audience with affordable products that are widely available in supermarkets, convenience stores, and online platforms. Despite owning several heritage brands, Swizzels are continually innovating…

I’m glad you mentioned that – I had a question. In what way are they continually innovating?
They add new flavours to keep consumers hooked, and transitioned many of their sweets to be vegan-friendly to appeal to a broader audience. As a vegan myself, this makes me very happy.

Oh! Yes; interesting…
And you were telling me before we started, Deej, that you warmly associate Parma Violets with your grandma. That reminded me that I’d always pick up a pack when I was in the chemist with my mum! They were my treat while we were out shopping. It’s these types of memories that are very strong for a lot of people and it means they keep coming back to the brand.

Yes, I hadn’t really given it thought but I suppose if you have a 100-year-old brand, one that keeps up with the times, it eventually has its own momentum. I suspect Swizzels is now a magnetic brand rather than a dynamic one.
Magnetic rather than dynamic?

Yes – I think you can see some brands that way. Dynamic brands and companies need to keep projecting themselves with advertising and marketing: “Here we are! Look at us!” Magnetic brands and companies don’t need to do it. They draw people in; people come to them without much marketing or advertising. They’re magnetic.
Well, I’ve never heard it put that way before – but you’re right! Swizzels have been very fortunate as they haven’t really needed to advertise on a big scale. Since opening their additional factory, which is dedicated to Squashies, Swizzels can get into new sales channels and really increase marketing effort. They’ll need the capacity as Squashies are the number-one sugar confectionery brand in the UK.

Brilliant! That’s a fantastic example. I also wonder if some sweet brands are more readily seen as being just for children. Would I be buying myself a teddy-shaped gummy? Or a lolly that spins around when I press a button?
Or a whistle lollipop! The Swizzels sweets may originally have been made primarily for children, but their innovation has ensured their appeal to adults as well. Squashies have very broad appeal and vegan versions of the sweets and personalised Love Hearts are a few of the ways Swizzels cater to adults.

That’s great! Now I kind of want to know where the Swizzels part comes from… Because it feels like it could just have easily have been called Dee Matlow. Unless there was a silent partner called Mr. Swizzels! But I guess I’ll find out! Thank you, Natasha; what an eye-opening chat.