Mr Swainstons bags sweet deal

A North East confectionery business is bringing a regional favourite back to the high street after securing exclusive rights to the historic Jesmona brand.

South Shields-based Mr Swainstons has agreed a three-year licensing deal covering the distribution, marketing and development of Jesmona, best known for its Black Bullets.

The agreement follows the company’s appearance on BBC’s Dragons’ Den, where it secured backing from Jenna Meek, chief executive and co-founder of cosmetics brand REFY.

Originating in the North East, Black Bullets are dark boiled mints traditionally associated with the region’s shipyard workers and coal miners.

Under the agreement, Mr Swainstons will retain the sweet’s original recipe and distinctive herbal peppermint flavour, alongside its familiar striped tin packaging.

John Gray, co-founder of Mr Swainstons, 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.” 

Mr Swainstons is now targeting major supermarket chains, independent stockists and heritage retailers as it looks to return Jesmona products to high streets across the UK.

Plans are also in place to expand the range with complementary traditional confectionery products under the Jesmona name.

Wholesale distribution agreements are being opened to national retailers and independent stockists, while the sweets will also be available directly through Mr Swainstons’ South Shields shop and online.

Sean Robinson, co-founder of Mr Swainstons, 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.”

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