Earlier this year Harrogate-based The Serious Sweet Company launched its first ever consumer- facing brand, Ultimate English. With a lack of strong brands in the traditional sweet market, The Serious Sweet Company aims to win the nation over with its nostalgic confectionery and make Ultimate English the name on every sweet lover’s lips.
With bags of experience creating own brand confectionery for national multiples and the export market, the team got to work creating a range of toffee, honeycomb, coconut ice, nut brittles and of course traditional fudge.
Rob Whitehead, owner of Serious Sweet Company had a clear idea of exactly what he wanted the brand to be: “The Ultimate English range is classic confectionery with a contemporary twist. Our Salt Water Chocolate Truffle Fudge is the perfect example. We wanted to evoke childhood memories and sweet nostalgia but also give consumers some totally new flavour combinations.”
*Keeping things independent!*
Despite their strong connections with the national multiples from manufacturing own brand products, The Serious Sweet Company has decided to keep it independent when it comes to finding stockists for the Ultimate English range.
Rob says: “We’re confident that shoppers who go into farm shops, delis and independent retailers are looking for something a little different and that’s what we believe the Ultimate English range offers. Our creations are traditional, yet premium treats which we feel fits the values of independent retailers perfectly.”
So Sales Manager Yvette set to work finding farm shops, delis, garden centres and specialist independent retailers to stock the range, a strategy which has resulted in more than 100 stockists across Yorkshire after just six months.
Rob says: “There are so many benefits to selling direct to independents; it’s a completely different way of working. Not only can we develop strong relationships with our stockists but being able to speak to the main decision maker on a regular basis is great when it comes to introducing new lines or limited edition products.”
As well as keeping it local with their regular stockists, the Ultimate English team have been busy this summer selling at all sorts of local agricultural shows and food festivals.
Rob says: “It’s great meeting the people who are going to be taking your products home, chatting to them about their favourite sweets and telling them all about the business. Attending the shows like The Great Yorkshire Show, Tockwith and Malton can be loads of fun, however it’s real hard work too and I’ve got bags of respect to producers who do it week in, week out!”
*So if you haven’t tried some Ultimate English yet! where have you been?*
The distinctive black bags and boxes bearing the Ultimate English Logo can be found in stockists all over Yorkshire. The bags make the perfect individual treat and the boxes are ideal for gifts.
There are so many great varieties to choose from but if you’ve no idea where to start, Rob recommends his personal favourite the Simply Marvellous All Butter Fudge.
*What next!*
In addition to the core range, the Ultimate English team is working on some seasonal treats too. For the Grand Depart’s arrival in Yorkshire they created a special French vs English pack containing a Tarte au Citron inspired coconut ice and quintessentially English butter fudge. So keep an eye out in Autumn for the next limited editions coming to a shelf near you!