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Hider Foods Distribution Boost for Ultimate English Confectionery

11 June 2015

Master confectioner the Serious Sweet Company, has joined forces with Hider Foods, a renowned leading distributor of speciality fine food products, to make its range of ‘moreish and quintessentially English’ creative confectionery available to retailers nationwide from July this year.

Since a regional launch in 2014 at the BBC Fine Food Show, Ultimate English has gone from strength to strength with an innovative programme of sales and merchandising support across Yorkshire and the Midlands. 

The Ultimate English range is broad, offering retailers bold display potential from a tried and tasted brand to target the £3.3bn impulse confectionery market1 and with seasonal confectionery growing 15% YOY to £600m, (sales of £73.8m last year) 2, a slice of occasion-led purchasing is also on offer given the premium nature of the product and the gifting and sharing pack presentation.

Ultimate English is already stocked in over 300 independent retailers and speciality grocers across the UK and whilst the brand is just one year old, the Serious Sweet Company has over 150 years’ experience in crafting and refining their trade using only the best ingredients, time-honoured recipes and traditional techniques, with their hand-made confectionery cooled naturally to improve both texture and flavour. 

Managing Director of The Serious Sweet Company, Rob Whitehead, said: “After our initial success in the North we really want to push the brand out nationally and the new relationship with Hider gives us the perfect opportunity to make this a reality.” 

“The consumer appetite for traditionally produced, high quality confectionery continues to grow and we want to capitalise on that.”

The history of The Serious Sweet Company can be traced back to the English spa town of Harrogate where its fudge is still handmade and hand packed today. It is thought the company first started selling fudge in the town in 1843 as an antidote to the harsh taste of Harrogate’s medicinal sulphur water.  In 2013, The Serious Sweet Company sold over £2m of traditional English confectionery, marking an increase of 17% on the previous year.

Duncan Hider, Joint Managing Director of Hider Foods believes “The Serious Sweet Company produces a quality range of traditional confectionery which has the added plus of being bang on trend, both in terms of branding and product offering. We are very optimistic about the partnership and the future success of the brand under the guidance of Hider Foods.”


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