South Shields Dragons' Den business strikes sweet deal with iconic Black Bullets brand
South Shields’ Mr Swainstons has secured a major deal for an iconic North East sweet.
South Tyneside’s best known confectioners have secured a deal to exclusively distribute, market and develop the iconic North East sweet brand, Black Bullets, after their successful appearance Dragons’ Den.
Mr Swainstons, based on Fowler Street, in South Shields has negotiated the three-year exclusive licensing agreement for the heritage sweet brand Jesmona, creators of the sweets.
Fresh from an appearance on BBC’s Dragons’ Den, where the business secured backing from North East entrepreneur Jenna Meek, the deal grants Mr Swainstons exclusive commercial rights to distribute and expand the historic brand across the UK.
For generations Jesmona Black Bullets have been loved by sweet-toothed Britons. Originating in the North East, the distinctive dark boiled mints were a pocket staple for shipyard workers and coal miners.
Stewardship of Jesmona Black Bullets
In recent years, limited retail distribution has seen consumers having to search harder for the iconic striped tins. But the new agreement sees Mr Swainstons taking over brand stewardship and committed to preserving its heritage.
They have full UK exclusive rights to distribute, market and develop the Jesmona portfolio.
The secret, century-old recipe and signature herbal peppermint flavour profile will remain “100% authentic, with zero alterations to ingredients, production standards, or taste”. The heritage branding and iconic retro tin packaging will be retained.
Mr Swainstons is targeting major national supermarket chains, independent stockists and heritage retailers to return Jesmona to everyday high-street shelves.
The three-year plan includes developing complementary traditional Jesmona products, celebrating classic British boiled-sweet craftsmanship.
‘A cultural badge of honour’
Co-Founder of Mr Swainstons John Gray, said: “Jesmona Black Bullets isn't just a sweet, it’s an institution and a cultural badge of honour.
"Whenever a historic brand enters a new partnership, consumers immediately worry that the recipe will be altered or the tin replaced with cheap plastic. We want to put those fears to rest right away: the recipe is untouched, the tin stays and the quality is non-negotiable.”
‘Our focus is crystal clear’
Co-Founder Sean Robinson added: “Walking out of Dragons’ Den with investment gave us the perfect platform to take on this three-year exclusive licence.
“Our focus is crystal clear: bring this legendary North East sweet back to shelves nationwide and build an exciting future for the Jesmona name."
Wholesale distribution agreements are open for national retail buyers and independent stockists, alongside direct consumer availability via the Mr Swainstons flagship shop in South Shields and website.