Swizzels

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