WholeStory 4.26: Swizzels Matlow - The Sweetest Love Story of all Time

In this new episode of WholeStory, we’re joined by one of the most iconic names in British confectionery, Swizzels Matlow. FWD sits down with Nici Matlow, Director, and Ben Cooper, Wholesale Controller, to explore the story behind a business that has been making sweets – and memories – for almost a century. Nici shares what it’s like to grow up in a family-owned company and how Swizzels has stayed fiercely independent while continuing to innovate and grow. Ben gives an insight into the brand’s long-standing commitment to wholesale, explaining why strong partnerships with wholesalers remain central to Swizzels’ success. Together they discuss the importance of heritage, staff loyalty and long-term thinking in building a resilient business. From Squashies to Love Hearts, the conversation highlights how Swizzels balances a much-loved classic range with new opportunities in the market. As proud supporters of FWD’s Diversity in Wholesale initiative, Nici and Ben also talk about putting people first, mentoring the next generation and why investing in talent is key to sustainable growth. A warm, insightful and – of course – sweet conversation with one of the sector’s best-loved brands.