Posted: 27/02/2015

Ultimate English launches three new lines

Ultimate English sweets The Serious Sweet Company has created three new locally inspired lines as it looks to bounce back from a major stock theft and gain more listings in independents beyond its native Yorkshire.

The Harrogate-based firm’s Ultimate English brand, which had £65,000-worth of sweets stolen last November from its premises, debuted a coconut ice made with Yorkshire rhubarb and a Parkin-themed ginger fudge at the end of February.

The new trio, completed by a sea salt caramel fudge, joins Ultimate English’s nine-strong line-up of sweets and fudge as the brand looks to build on its 300-plus listings in Yorkshire.

Managing director Rob Whitehead told FFD that the brand had recorded sales of over £150,000 in its first year. He said that the company would be focussed on sales to delis, farm shops and other independents with plans to sell further afield later in 2015.

Whitehead said the new flavours were in line with the Ultimate English ethos.

“We are trying to revitalize traditional English sugar confectionery – products like fudge, toffee, honeycomb, coconut ice,
nut brittles – by developing new flavours and twists on old favourites,” he said. “Rhubarb coconut ice, for example, combines a classic with a classic. Both were maybe in need of a lift and a resurgence.”

The sweets are made with rhubarb supplied by renowned farmer D Westwood & Sons, while the sea salt caramel fudge is made with salted butter produced in its home county.

All three of the new varieties come in cases of 8x180g boxes for £16.40+VAT. Each box has an RRP of £3.99.

Whitehead said that – despite a twitter campaign with the hashtag #findourfudge – the police were still searching for the stolen sweets and the thieves.

“The theft happened at a particularly difficult time in the run-up to Christmas,” he said. “The value at retail was more than £50k so it hurt a lot of people, not just us, as our customers were out of stock too. Fortunately our customers stuck with us and we’re back on track now.”

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