Uncle Joe’s Mint Balls sees sales boom and range expansion

British confectionery business Uncle Joe’s Mint Balls has reported a 27.3% rise in its general sales, asserting that the ongoing cost of living crisis is prompting people to buy greater levels of comparatively affordable sweets instead of expensive luxury items, writes Neill Barston.

The Wigan-based  company, which celebrates its centenary next year, said that the economic downturn had resulted in people turning to more affordable “feel good” treats, with inflation within the food and drink sector standing at a 40-year high.

Despite this, Uncle Joe’s joint Managing Directors John Winnard MBE and Antony Winnard said sales for the fourth quarter were projected to be up 27.3 per cent compared to the same period last year.

They said: “Whenever people have to tighten their belts financially, they turn their back on expensive treats in favour of affordable comfort food, like sweets. As a result of the cost of living crisis, people are eating more sweets and the sweets that they are eating are the traditional kind, which we make.”

Uncle Joe’s Mint Balls are made by Wigan-based William Santus and Co Ltd, a privately-owned traditional sweet company that was established in 1898. Each year 33 million sweets are made in the same way as the first ones back in 1898, when William Santus’ wife Ellen started boiling up sugar in the kitchen of her home in Acton Street, Wigan.

They soon became a local favourite and their fame spread, as did the slogan “They keep you all aglow”. The ownership has been passed down through the family generations and joint Managing Directors John Winnard MBE and Antony Winnard are the great, great nephews of the company’s founder. These days it’s not just mint balls, the company produces flavoured sweets using rhubarb and ginger, sugar free varieties and a range of other treats. There’s even been a special limited addition Uncle Joe’s Gin.

Avanti deal

In further developments this month for the company, it has seen Avanti West Coast rail business has teamed up with local suppliers to recreate a recipe by one of its staff that champions a traditional Wigan delicacy which will be served on board.

Working with Flintshire bakery, The Pudding Compartment (who supply cakes and biscuits to Avanti West Coast) and Uncle Joe’s, the intercity operator has produced a bespoke bake – Uncle Joe’s Mint Balls Brownie – for its latest seasonal First Class Menu. This is based on a recipe by Preston-based Train Manager, Helen May, the brownie celebrates Uncle Joe’s Mint Balls – a popular mint-flavoured sweet manufactured in Wigan using the same traditional methods as when it was originally made in 1898.

The classic combination of chocolate and mint showcasing a local confectionery was selected as a sweet treat for customers following an internal baking competition to create a limited-edition product that can be served in First Class.