Swizzels Matlow’s Manufacturing Facility, Middlewich, Cheshire

Swizzels Matlow is planning to build a confectionery manufacturing facility at the Ma6nitude business park in Middlewich, UK. The company will invest a significant amount in the new production plant and machinery required to support manufacturing.

A planning application for the new facility was filed in April 2020. The company will begin construction work on the site in the third quarter of 2020, depending on the approval of the planning application.

The new facility will support the growth of Swizzels’ business and enhance its existing manufacturing capability.

Swizzels Matlow’s manufacturing facility location and details

The new facility will be built within the Ma6nitude mixed-use development site in Middlewich, Cheshire. The site is located approximately 3.2km and three minutes away from Junction 18 of the M6.

Ma6nitude is being developed by Tritax Symmetry, a development arm of Tritax Big Box REIT, and its joint venture (JV) partners.

The plant will initially occupy an area of 158,000ft² and will be expanded to an area of 460,000ft² in the future.

Contractors involved in Swizzels Matlow’s proposed plant

Tritax Symmetry signed a contract to develop the new manufacturing facility. The company submitted the planning application on behalf of the sweet confectioner. AEW Architects will support Tritax in the construction of the plant.

CMS was awarded a contract to provide legal services for the project, while Avison Young is responsible for planning services. Shepherd Gilmour will provide engineering services and RPS will deliver project management and quantity surveying services for the facility development.

Legat Owen, B8 Real Estate and Savills are acting as joint letting agents for the project scheme. Swizzels was represented by Beaumont Lord, Savills, and Land Law.

Swizzels Matlow’s product portfolio

The company’s products are available in different offerings, including Refreshers, Classics, Pick ‘n’ Mix, Choos, Vegan treats, Drumstick lollies, Squashies, Fun Gums, and Fizzers.

The classics range offered by the brand includes Wine Gummies, Love Heart Lipsticks, Rainbow Dust Straws and Double Dip. The Pick ‘n’ Mix collection includes Refreshers Lemon, Fruity Pops, Crystal Fruits, Mini Sweet Mix, and Variety Mix.

The variants of Choos are different flavours of Refreshers Choos and Drumstick Choos. Love Hearts and Double Lollies were first launched in the 1950s. Double Lollies were introduced as the first double-flavoured sherbet lolly.

Launched in 1969, the Golf Hints product resembles Love Hearts in terms of concept but comes with golfing tips. It was followed by Hippy Bits and Lucky Strike mints in 1970 and 1971 respectively. The company removed artificial colours from all its product lines in 2008.

In 2015, Drumstick Sour Cherry & Apple and Drumstick Bubblegum were introduced as two new flavours of the Squashies product lines. The company also launched the Parma Violets cheese in 2016 to celebrate the 70th anniversary of the Parma Violets line.

Marketing commentary on Swizzels Matlow

Swizzels Matlow is considered one of the oldest confectionery companies in the world. The company was first formed as Matlow Bros, a manufacturer of jelly sweets in London, by Alfred and Maurice Matlow in 1928. Swizzels was established five years later in 1933 and was renamed to Swizzels Matlow in 1975.

Swizzels Matlow was awarded the Queen’s Award to Industry in recognition of its export achievements in 1971. In 2012, Swizzels launched the brand Squashies and received the Top Launch award for sugar confectionery from British magazine The Grocer. The company held the Sweetest Invention competition in 2018 to mark its 90^th anniversary.