As demand increased, the owners decided to build their own website and offer an online store with everything, from sweet subscriptions, to personalised gift bundles on offer. They became inundated with orders from all over the UK and Ireland. Influencers soon showed an interest too: Grace Beverley, Oxford graduate turned social media influencer, the made in Chelsea star, Frankie Gaff, Elliot Burton and Emily Grant – with a combined following of over 5.5 million.
Now they have launched a white label side to the business, making bespoke, personalised sweets for events and companies. And they supply wholesale to big retailers like LOVE BRAND & Co. and Fenwick department stores, as well as to car enthusiast, Jeremy Clarkson’s Diddly Squat Farm Shop in the Cotswolds. Hugo and Evangeline would like to see their wholesale business grow as a next step and to find Sugar Fix London products ‘stocked in as many shops as possible!’.
In addition, they are doing their bit for society, with 5p from each bag of the ‘Best of British’ sweet collection sold, going towards the Theatre Support Fund, who, according to Evangeline, “are working tirelessly to keep British theatre alive, after what has been such a tough year for those in the industry.” Charity partnerships is an area the Sugar Fix London duo would like to grow, alongside the wholesale arm.
“The most exciting thing for us is receiving great customer feedback or seeing our product on the shelf,” says Hugo and they find it hugely rewarding when a new retailer comes on board and likes the products enough to want to stock them.
Marketing has been done largely via social media, predominantly Instagram, which they run themselves. Throughout the year, they offer various promotions and they have also used sponsored ads, which help to spread the word.