[2] Their highest selling brands are Love Hearts, Parma Violets and Drumstick lollies.

[3] Operations began in the early 1920s at a market stall in Hackney, London, with Maurice and Alfred Matlow selling jellied sweets.

[4] They built a small factory in east London in 1928 and became known as Matlow Brothers, producing jellies and chews.

[4] In 1933 the firm merged with a rival factory owner, David Dee, who specialised in fizzy compressed tablet sweets (although the company officially became Swizzels Matlow Ltd only in 1975).

[4] In 1940 the Blitz forced their business to relocate northwards to a disused wick factory in New Mills, Derbyshire, where it remains.

Parma Violets are disc-shaped sweets similar to Fizzers but all lilac coloured with an almost 'scenty' taste and no fizziness.