Big UK sweet wholesaler rebrands as World of Sweets

Loughborough-based IB group – which includes Hancocks and Bonds of London – has rebranded as World of Sweets.

Management decided the time was right for a new identity as it grows sales at home and abroad.

The business is a leading distributor, importer, and wholesaler of sweets, supplying thousands of customers across all retail channels.

A spokesman said it wanted to unify the various company-owned brands, partner brands – such as Pez, Vimto, Nerds, Warheads, Red Vines and Tootsie – and business units it has under a single name that will help encompass its core strengths and values.

The spokesman said: “Distribution abilities range from e-commerce sites serving 55,000 customers per week to Hancocks wholesale stores with over 22,000 customers, field sales and a direct to store team covering 36,000 independent customers and a national accounts team covering all UK sales channels.

“Partner brands are also able to tap into bespoke product development capabilities from the World of Sweets team, allowing them to work with global innovation experts to create exciting new favourites that are sure to make an impact in the confectionery market.”

He said partnerships with more than 350 suppliers worldwide and an in-house development and buying team meant new sweets could be quickly brought to market.

Latest accounts for IB Group Ltd, which cover 2020, showed sales or £152.4 million, slightly down on 2019, and a loss before tax of £8.7 million.

Sales and marketing director Helen Bradshaw said: “Our rebrand is an exciting chance to really showcase our expertise as a total business and be clear about our leadership capabilities in confectionery.

“Our vast and diverse supply chain means that we can provide unparalleled distribution solutions for our broad range of customers, allowing our customers to shop however they want to shop with us.

“The dedicated teams are determined to delight the UK’s tastebuds through partnerships with fantastic global confectionery brands, access to exclusive ranges through our supplier partners and driving innovation and newness with our company owned brands.

“We make sure that our insight, technology and infrastructure is market leading, making us the perfect partner for sweet success.”

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