A Sheffield Lad.
A Gap in the Market.
A Bloody Good Idea.
The real story behind Sheffield Confectionery — told straight, no fluff.
Sheffield Born. Market Spotted. Job Done.
Craig has never been to New Zealand. He's never been to Australia. He's a Sheffielder — born, raised, and proud of it. He worked at the Bassetts factory in Sheffield, where Liquorice Allsorts and Jelly Babies were invented, surrounded by the smell of liquorice and the clatter of production lines that had been running for over a century.
When Craig started looking at selling British products online, he noticed something that everyone else had missed. Every British expat shop, every online hamper company, every "taste of home" business was targeting the United States. America, America, America. But what about the hundreds of thousands of British expats living in customers worldwide? Nobody was talking to them.
"Everyone was chasing America. But customers worldwide are full of British people who miss home just as much — and nobody was serving them properly. That's the gap I spotted."
customers worldwide have some of the largest British expat communities in the world. Sheffielders, Yorkshiremen, Londoners, Scots — people who've built lives on the other side of the world but still think about Henderson's Relish, still miss proper Bassetts sweets, still can't find a Simpkins tin anywhere. That's a real, underserved market. And Craig had something nobody else in that market had: a genuine, personal connection to the products.
Working at Bassetts isn't just a job on a CV. It means you understand what makes Sheffield's confectionery different. You know the history — that Liquorice Allsorts were invented by accident in 1899, that Jelly Babies were called Peace Babies after the First World War. You know that Henderson's Relish has been made in Sheffield since 1885 and that no imitation comes close. That insider knowledge goes into every bundle we pack.
Sheffield Confectionery was built on a simple insight: spot the gap, know your products, serve the people nobody else is serving. Craig is still in Sheffield. The products still come from Sheffield and South Yorkshire. And every mystery bundle that ships to New Zealand or Australia carries a piece of the city Craig has never had reason to leave — because he's too busy sending the best of it to people who have.
Shop Our Mystery BundlesSheffield
Orange & Black:
The Colour of Sheffield
Our orange and black branding isn't accidental. It's a direct tribute to Henderson's Relish — that famous orange bottle with the black label that's been a Sheffield institution since 1885.
In Sheffield, if you see orange and black, you think Hendo's. You think home. You think of kitchen tables and Sunday roasts and the distinctive smell of Sheffield's most iconic condiment being shaken over your chips.
When we designed Sheffield Confectionery, we wanted every Sheffielder who saw our packaging to immediately feel something. That warmth of recognition. That sense of home.
It's also a reminder of our promise: everything we sell is as Sheffield as those colours. Authentic, distinctive, and impossible to replicate anywhere else in the world.
Ready to Open Your Mystery?
Three bundles. Genuine Sheffield products. Delivered anywhere in New Zealand or Australia.