Swizzels Matlow Limited, branded as Swizzels, is a confectionery manufacturer based in New Mills, Derbyshire, near Stockport in the United Kingdom. Their highest selling brands are Love Hearts, Parma Violets and Drumstick lollies.

History

Operations began in the early 1920s at a market stall in Hackney, London, with Maurice and Alfred Matlow selling jellied sweets. They built a small factory in east London in 1928 and became known as Matlow Brothers, producing jellies and chews. In 1933 the firm merged with a rival factory owner, David Dee, who specialised in fizzy compressed tablet sweets (although the company officially became Swizzels Matlow Ltd only in 1975). In 1940 the Blitz forced their business to relocate northwards to a disused wick factory in New Mills, Derbyshire, where it remains. Parma Violets were introduced in 1946. Love Hearts were introduced in 1954. Drumsticks were introduced in 1957. Hydrogenated fats were phased out in 2004. Artificial flavourings were discontinued in 2009. The company had revenues of £47 million in 2010/11 and employs around 600 people. Swizzels Matlow exports 20 per cent of its production, to more than 20 countries, mostly in Europe. Its biggest sales period is Halloween.

Products

Refreshers

Refreshers are one of Swizzels' most popular products. These are flat chewy sweets with sherbet in the middle, available in lemon and strawberry flavours. They are officially named New Refreshers, to avoid trademark confusion with Barratt's compressed tablet Refreshers sweet.

Fizzers

Fizzers are rolled-up tablet candies that fizz and dissolve when put into soda. They are similar to the American candy Smarties (called Rockets in Canada). Swizzels Matlow has also released a line of Giant Fizzers.

Parma Violets

Parma Violets are disc-shaped sweets similar to Fizzers but all lilac coloured with an almost 'scenty' taste and no fizziness. Swizzels Matlow has also released a line of Giant Parma Violets.

Drumstick products

The Drumstick sweet is a chewy lolly about 2" (5 cm) in length. It features two flavours, milk and raspberry. It has had many special editions, such as the still produced lime and orange flavour. Drumsticks are now vegan. In 2012, Swizzels Matlow launched "Drumstick Squashies", foam-like chewy sweets with the same flavour as the Drumstick lolly. Several flavour variations, such as bubblegum, have also been released. In 2020, Swizzels released a Drumstick Chocolate Bar. It consists of milk chocolate with a raspberry and milk flavour filling with freeze-dried raspberry pieces. Unlike the Drumstick Squashies, the chocolate bar is suitable for vegetarians.

Others

Products include: