Serious Sweets supplies premium treats to all major retailers in the UK and has established SSC Brands to manage its branded interests. The company launched STIRRD in late 2019, a pioneering letterbox treats brand that grew substantially through lockdowns, as Brits sent sweets to loved ones across the country. Mighty Fine Honeycomb will join the SSC Brands stable and the team will continue to be acquisitive throughout 2022 & 2023.
Rob Whitehead, MD at Serious Sweets, commented “We’re delighted to continue the Mighty Fine journey that Ross & Kit have so brilliantly led. The opportunity for more ‘worth-it’ moments from the Mighty Fine brand is huge, and we intend to delight consumers in very special ways over the next few years.”
Ross Newton & Kit Tomlinson, Founders of Mighty Fine, added: “After an incredible journey in recent years we’re proud that Mighty Fine has brought a smile to so many consumers – proving that ‘sweet treating’ is alive and kicking, when you go the extra mile.”
A committed food industry lifer, Rob Whitehead has had a successful career buying, developing and growing several food businesses for the last 25 years.
In 2014, Rob realised that the craft food movement was in full swing, not just at farm shops and independent retailers, but increasingly through major supermarkets in several food categories, but sweets were missing from this growing category.
Driven by his memories of wondrous childhood treats and a huge frustration at ‘unacceptably boring sweets’ which dominate many of today’s shop aisles, Rob set up Serious Sweets to achieve two things: retain crafts skills and small batch passion which are the hallmarks of quality English confectionery and bring investment for new thinking & innovation back into the market.
In 2020, just months before the Covid-19 pandemic, STIRRD launched their new subscriptions offering with new treats created fresh every month being sent straight to letterboxes across the UK. The mission was to remind consumers of the amazing flavours possible with craft-made sugar confectionery and as shoppers stayed at home and shopped online the brand became a success story over 2020 and 2021.
STIRRD has grown further with premium hamper and pick n mix concepts which has captured the hearts of considered sweet treat lovers.
Now, with Mighty Fine on board, Serious Sweets are continuing to harness the power of small-batch crafted treats, leading a path to the exciting and away from the average.