Sweetdreams strikes Choc Nibbles deal with Freedom Confectionery for Sweets & Snacks Expo launch
Sweetdreams Ltd has struck a deal with Freedom Confectionery for a key launch of its core Choc Nibbles brand, at Sweets & Snacks Expo this month. Pic: Sweetdreams
An ambitious move from British brand Sweetdreams Ltd has revealed a major milestone for the business, as it joins forces with fellow UK company Freedom Confectionery, for the distribution of its classic Choc Nibbles series, reports Neill Barston.
The business has set out plans for considerable expansion of its operations on an international level, which coincides with its recent move into new production premises in Northumberland, UK.
As part of its plans, Sweetdreams is set to offer a US launch for Choc Nibbles at the fast-approaching Sweets & Snacks Expo event in Indianapolis, Indiana, between 13-15 May (watch our exclusive video preview of this must-attend event below, which also features its fast-evolving supplier showcase held on 12-13 May).
Significantly, Matthew Stephenson, managing director of Sweetdreams, which claimed a team of the year accolade at our World Confectionery Conference which returns to Brussels on 11 September, will be on hand at Sweets & Snacks Expo at the Indiana Convention Centre, to offer an introduction to its classic Choc Nibbles series that has been a staple of British confectionery for the past few decades.
The event is set to feature more than 1,000 exhibitors from around the world, with an attendance list anticipated of over 14,000 representatives from the global confectionery sector. They will be appearing along with the supplier showcase being staged at the venue on the afternoon of May 12 and morning of 13 May.
Commenting ahead of the show, Matthew enthused: “All of us are really excited at the opportunity to bring the wonderful Choc Nibbles to America,” says Stephenson. “Building on its success here in the UK, we think the U.S. market will love the unique, quirky, and truly delicious treat that is a Nibble.
“As a brand, we continue to show double-digit growth – and to work with fantastic partners such as Freedom Confectionery LLC in the largest confectionery market in the world, we feel this collaboration will turbocharge the brand and take Choc Nibbles to a global audience.”
Matthew Stephenson (right of pic), at this year’s ISM event in Cologne. Pic: Neill Barston
Since 1990, Choc Nibbles have delighted British consumers with their indulgent blend of milk chocolate, crunchy biscuit pieces, and nostalgic charm. Made at Sweetdreams’ purpose-built Northumberland facility, the product has evolved into a cult classic and continues to disrupt the confectionery aisle with its playful personality and high-quality credentials.
As the company confirmed, its quirky founding brand will be made available in the US with resealable pouch bags and bar formats, including a variety of fun, indulgent flavours tailored to American consumers. The business will be encouraging retailers, wholesalers, and distributors interested in stocking the series to get in touch with Freedom Confectionery LLC for further information and partnership opportunities.
Moreover, as the company added, the move into the U.S. represents a new chapter in the brand’s evolution, with its recent expansion being made possible under new parent company, SugaRich, a UK-based specialist in food reprocessing,
Matthew added: “Sweetdreams’ name has impact in the British confectionery industry and will continue to disrupt, challenge and change the chocolate industry in the UK and worldwide. We have the capacity, standards and infrastructure to grow the success of Sweetdreams exponentially – increasing our national and international impact from our base here in Northumberland.”
“We are thrilled to introduce Choc Nibbles to the U.S. market,” said Brendan Dulley, President of Freedom Confectionery LLC. “As a brand that has gained a loyal following in the UK, we believe American consumers will love the unique taste and texture of these treats. Whether you’re trying them for the first time or reliving fond memories from across the pond, Choc Nibbles are sure to be a huge hit in the U.S. market.”
As Sweetdreams explained, the exclusive distribution partnership is supported by Freedom Confectionery LLC, the U.S. arm of Freedom Confectionery Ltd – globally recognised for their innovation in plant-based, allergen-free marshmallows and gummies, which has already made strong inroads into the US market.
Already supplying some of the world’s most iconic brands, Freedom brings significant experience in retail and foodservice across 18 countries.
“Our relationship with Sweetdreams is a partnership we are very proud of,” said Elvin Willgrass, Sales Director and Co-Owner of Freedom Confectionery Ltd. “We share incredible values and a mutual trust to deliver world-first, standout products. Extending this relationship to the U.S. was a natural progression – and very exciting. USA, once you’ve Nibbled, you’ll be Nobbled.”
