🧠 WHO
We're Wilfreds – a small, sweet-loving company named after Wilfred. He is our inspiration, and our north star. He's cheeky, brilliant, and has powered through more than a dozen head surgeries before age 3.
We've run Sweet Shops since 2013. Across 4 different locations. From the middle of Cambridge. Uxbridge, Aylesbury. Then to Stratford Upon Avon. And now...online!
🍬 WHAT
We sell sweets. But not the way everyone else does. You won’t find endless copycat pick & mix bags here.
We focus on curation, quality, and character. Our jars are labelled with love, packed by hand, and designed to spark joy – not addiction. We're a treat, not a habit.
💭 WHY
Because joy is a serious business. And because behind every jar is a deeper intention: to celebrate Wilfred’s resilience, raise funds for children’s causes, and spread more of the kindness that got us here.
Wilfreds' through the years
Cambridge 2024
Wilfred outside Stratford, 2023
Cambridge 2019
Uxbridge 2015 (When we were a Simms!)
Stratford Upon Avon 2016
Why We Give Back
Wilfred has undergone over 30 brain surgeries. GOSH isn’t just a hospital to us — it’s hope, resilience, and family. This is why giving back is baked into Wilfreds. Every sweet treat helps fund smiles on the toughest days.
We're raising funds for 3 key gifting projects: The Wilfred Drop, Creative Joy Kits, and a Games Station for GOSH wards. Each one has a target — and we’re showing progress live, right here and on the product pages.
Total Raised So Far: £2,843
