"The bit everyone steals first out of a tub of Allsorts."
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We've been doing this since 2010 — starting with a small shop in Uxbridge.
From there, Wilfreds grew: Aylesbury, Stratford-upon-Avon, and Cambridge — a little shop on Kings Parade, opposite King's College. Four shops across sixteen years. Traditional sweets, genuinely passionate about what we sell.
The physical shops have closed. But the ethos hasn't. We're now online — and still growing.
He's had over 30 brain surgeries, some really tough times. The most remarkable, resilient character.
Wilfreds is so much more than just another shop. We're trying to do something special here — a business with a real reason to exist, named after the person who inspires it.
10% of our profits go to FaceValue, part of Great Ormond Street Hospital. A handwritten note explaining why goes in every single parcel we send.
