Joris Sweets: Belgian Heritage Quality Confectionery for UK Retail

For UK retailers seeking to elevate their confectionery offerings with a blend of tradition, premium quality, and unique appeal, Joris Sweets presents an exceptional opportunity. With nearly a century of history, a diverse product range, and a commitment to time-honored production methods, Joris Sweets stands out as a brand that bridges nostalgia and modern tastes. Here’s an exploration of its rich heritage, product lineup, and the compelling benefits it offers to UK retail shelves.

A Storied History Rooted in Belgian Tradition

Joris Sweets traces its origins back to the 1920s and 1930s, when founder Joris Van den Driessche began crafting sweets in a small kitchen on the outskirts of Brussels. Officially established in 1938, the company bears his name and reflects a legacy of family craftsmanship spanning four generations. 

What began as a modest operation—producing just 50 kilograms of sweets daily by hand—has evolved into a respected name in Belgian confectionery, known for its dedication to quality and tradition.

From cough sweets and caramels to boiled sweets and gums, Joris’s early offerings were shaped by the meticulous use of manual techniques and premium ingredients. This ethos persists today, distinguishing the brand in an industry often dominated by mass production. The company’s evolution has been marked by a forward-thinking approach—such as installing a green roof in 2003 during a renovation—while remaining anchored in its founding principles. For UK retailers, Joris Sweets brings a narrative of authenticity and heritage that resonates with consumers seeking more than just a sugary treat.

A Diverse and Distinctive Product Range

Joris Sweets specializes in a variety of confections, with a particular emphasis on liquorice and hard gums that have garnered a loyal following both in the UK and internationally. Whilst a few of the products are staples in premium UK sweet shops, the brand has a broader range that has not been readily available in the UK until now. The range caters to a spectrum of tastes while maintaining a cohesive identity rooted in Belgian craftsmanship. Key offerings include:

• Joris Belgas Rounds: Hard, chewy liquorice coins made with acacia gum, offering a clean, authentic liquorice flavor. These vegan-friendly sweets evoke the robust textures and tastes of classic confectionery.
• Joris Zout: Salty liquorice diamonds that deliver a single-salt punch, appealing to fans of bold, savory flavors. Their unique diamond shape and firm texture make them a standout choice.
• Gekleurde Braambessen: Berry-shaped gums blending liquorice with fruity notes like orange blossom, vanilla, and raspberry. Reminiscent of Rowntree’s Fruit Gums from the 1970s and 1980s, they offer a nostalgic yet fresh twist.
• Bel Canto Liquorice Imps: Strong liquorice and menthol pellets housed in a charming metal tin, ideal for portability and a potent flavor hit. These are vegan and free from gluten, soy, nuts, and lactose.
• Soft Euca: Sugar-coated eucalyptus and menthol jelly domes, providing a softer alternative with a refreshing profile.

Beyond liquorice, Joris produces an array of traditional sweets — many of which are allergen-free and vegan-friendly, broadening their appeal. This versatility allows retailers to cater to diverse customer preferences, from hardcore liquorice aficionados to those exploring milder, fruity options.

Unique Production Methods and Ingredients

What sets Joris Sweets apart is its unwavering commitment to traditional methods and premium ingredients, notably the use of acacia gum (gum arabic). Unlike many modern confectioners who opt for cheaper starches, Joris remains one of the few in Europe to employ this costly natural binding agent. Acacia gum offers distinct advantages: it’s non-sticky, dissolves easily in the mouth, and is lower in calories than alternatives, enhancing the eating experience.

The production process further underscores this dedication. Hard gums are air-dried for a week before being steam-washed, a technique unique to Joris in Europe. This method imparts a glossy finish without relying on animal-derived coatings, aligning with vegan standards and appealing to health-conscious consumers. Such craftsmanship not only elevates the product’s quality but also serves as a compelling selling point for retailers looking to differentiate their stock.

Benefits for UK Retailers

For UK retailers, offering Joris Sweets offers several strategic advantages:

1. Premium Positioning: The brand’s heritage, artisanal methods, and high-quality ingredients position it as a premium offering. This allows retailers to command higher price points and attract discerning customers willing to pay for authenticity and excellence.
2. Niche Market Appeal: Liquorice, particularly salty and traditional varieties, enjoys a dedicated following in the UK, yet remains underserved by mass-market brands. Joris fills this gap with products that cater to both nostalgia-driven older consumers and adventurous younger buyers exploring bold flavours.
3. Dietary Inclusivity: With many products being vegan, gluten-free, and allergen-free, Joris appeals to the growing segment of consumers with dietary restrictions. This inclusivity broadens a retailer’s customer base without compromising on taste or quality.
4. Storytelling Opportunity: The nearly 100-year history and family-run ethos provide a rich narrative for marketing. Retailers can leverage this story—whether through in-store displays, online descriptions, or social media—to engage customers and build brand loyalty.
5. Reliable Supply: Through QCH, Joris products are readily available with perks like same-day dispatch (for orders before noon, Monday to Friday). Stock is replenished regularly and has a long shelf life. 

Why Joris Sweets Deserves a Spot on UK Shelves

In a crowded confectionery market, Joris Sweets offers UK retailers a chance to stand out with a product that marries tradition with innovation. Its history speaks to a legacy of care and quality, its range satisfies diverse palates, and its production methods deliver a superior sensory experience. For consumers, it’s a taste of Belgian artistry; for retailers, it’s a profitable addition that enhances their reputation and bottom line.

As the UK’s appetite for unique, high-quality sweets grows, Joris Sweets is poised to become a more well-known brand. Retailers looking to captivate their customers with something extraordinary should consider this Belgian gem. After all, in a world of fleeting trends, a nearly century-old tradition of excellence is a rare and valuable find.