SoSweet opened their first sweetshop in Westward Ho just over a decade ago and in recent years George Robinson has transformed the family business as they rapidly adopted online retailing with their own website, an app, and on TikTok Shop.
However what’s most impressed me about SoSweet in recent years is their ability to diversify and de-risk the business by adding ever more sales channels. It’s all too easy to see the massive explosion of sales on TikTok and build a one-channel business around the huge volumes this entertainment channel is capable of generating. But if something goes wrong, that could spell disaster.
SoSweet have expanded to 14 shops across the South West, but they’ve also been opening concessions in other retailers at a fast lick in 2025, building on their mission to be ‘The UK’s Favourite Sweet Shop!’
Notable highlights from 2025 include:
- Selling in excess of 343,000 units of their best selling 1KG sweet mixes
- That’s a bag sold every 1 minute 32 seconds!
- This ads up to 343 tons of sweets – almost a ton a day every day of the year and this is just the 1kg bags!
- In 2025 SoSweet launched 13 new own brand products, ranging from new flavours, to SoSweet freeze dried sweets, SoSweet marshmallows, and Crunchy Caramel Popcorn that’s gone viral!
- SoSweet now have permanent 1m bays stocked with sweets in 63 Co-op stores nationwide with more to come in 2026
- The famous SoSweet Blue Mix is now available in all 29 UK Costco warehouses, plus in Sweden and Iceland
There is no doubt that TikTok have been a phenomenal sales channel for SoSweet, and will continue to be an important part of their product mix. But the lesson that brands can draw from SoSweet’s insatiable push to grow across multiple channels, including physical retail, is that a balanced mix of sales channels is just as sweet as the product SoSweet sell.
