Few confectionery companies are as deeply woven into British culture as Swizzels Matlow. Known for iconic treats such as Love Hearts, Parma Violets, Drumstick Lollies, Double Lollies, and Fruity Pops, the company has been producing nostalgic sweets for generations. From humble beginnings in London to a thriving factory in Derbyshire, Swizzels has built a reputation for colourful, playful confectionery enjoyed across the UK and beyond.
This article explores the history, location, manufacturing process, and fun facts behind one of Britain’s most recognisable sweet manufacturers.
The History of Swizzels Matlow
The origins of Swizzels date back to the early 1920s, when brothers Maurice Matlow and Alfred Matlow sold jelly sweets from a market stall in London. Encouraged by their success, they established a small factory in East London in 1928, producing jellied and chewy sweets under the name Matlow Brothers.
In 1933, the brothers merged their business with confectionery entrepreneur David Dee, whose company specialised in fizzy compressed tablet sweets. The collaboration helped expand the range of products and eventually led to the combined name Swizzels Matlow.
During The Blitz in 1940, bombing in London forced the company to relocate its production facilities. The business moved north to a former textile mill in New Mills, Derbyshire, where its factory still operates today.
Following the move, Swizzels began launching sweets that would become household names:
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Parma Violets – introduced in 1946
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Love Hearts – launched in 1954, famous for their printed messages
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Drumstick Lollies – introduced in 1957 with their distinctive raspberry and milk flavour
Over the decades, these sweets became staples in British sweet shops and pick-and-mix counters.
Where Swizzels Matlow Is Based
Today, Swizzels Matlow remains headquartered in New Mills, Derbyshire, a town located in the High Peak area near Stockport. The company operates from a large factory on Albion Road, housed within a converted textile mill that reflects the region’s industrial heritage.
The site has expanded significantly since the 1940s and now:
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Employs hundreds of workers
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Produces millions of sweets each day
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Exports products to more than 20 countries worldwide
Despite its international reach, Swizzels remains a family-owned British confectionery company, with later generations of the founding families still involved in the business.
How Swizzels Sweets Are Manufactured
At the heart of Swizzels’ success is its large-scale sugar confectionery production facility in Derbyshire. The factory runs around the clock to meet demand.
The manufacturing process typically involves several stages:
1. Mixing Ingredients
Sugar, glucose syrup, flavourings, and colourings are blended in large industrial mixers. Each recipe is carefully controlled to maintain the distinctive flavours associated with Swizzels sweets.
2. Cooking and Forming
The mixture is heated to create the correct texture and consistency. Depending on the sweet, it may be:
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Pressed into tablets (for sweets like Love Hearts)
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Moulded into shapes
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Pulled and stretched for chewy sweets or lollies
3. Cooling and Shaping
Once the sweets are formed, they are cooled and cut into their final shapes. Tablet sweets are often compressed using specialised machines that stamp designs and messages.
4. Sorting and Quality Control
Modern technology, including optical sorting equipment, helps ensure consistent quality before packaging.
5. Packaging
Finally, the sweets are wrapped, bagged, or boxed before being distributed to supermarkets, sweet shops, and export markets.
Famous Swizzels Sweets
Swizzels has produced many sweets that have become nostalgic favourites in the UK. Some of the best-known include:
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Love Hearts – fizzy tablets with playful messages
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Parma Violets – floral-flavoured violet sweets
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Drumstick Lollies – raspberry and milk chewy lollipops
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Double Lollies – two-flavour lollipops
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Fruity Pops – classic fruit-flavoured boiled sweets
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Rainbow Drops – colourful puffed maize treats
Many of these sweets have remained largely unchanged for decades, adding to their nostalgic appeal.
Fun Facts About Swizzels Matlow
Here are some interesting facts about the brand:
🍬 A near-century of sweets
Swizzels was founded in 1928, making it one of the longest-running confectionery manufacturers in the UK.
🍬 Millions of sweets produced daily
The factory produces over a million sweets each day to keep up with demand.
🍬 Love Hearts messages are iconic
Classic phrases such as “Be Mine” and “Kiss Me” have appeared on Love Hearts since the 1950s.
🍬 Healthier recipe changes
The company removed hydrogenated fats in 2004 and artificial flavourings in 2009, modernising recipes while maintaining traditional taste.
🍬 The factory smells amazing
Visitors and locals often comment that the town of New Mills occasionally fills with the sweet aroma of candy production when the factory is running.
A Sweet Legacy
For nearly a century, Swizzels Matlow has been delighting generations with colourful, playful sweets. From the iconic chalky tablets of Love Hearts to the floral flavour of Parma Violets, the company’s creations have become a cherished part of British confectionery culture.
Still family-owned and proudly manufacturing in New Mills, Derbyshire, Swizzels continues to blend heritage recipes with modern production methods, ensuring that its nostalgic sweets remain a favourite for many years to come.