Our Why

🧠 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

Wilfred’s GOSH Sweet Fund

🎁 🎁 The Wilfred Drop – £25 each

12 of 40 funded

A mystery box of treats sent to someone at GOSH who needs a little joy

🎨 Creative Joy Kits – £250 each

3 of 40 funded

10+ distraction packs with sweets, crafts, and colouring kits for kids staying long-term

🎮 Games Station – £2,823 total

2 of 40 funded

Hospital-safe Switch setup, games + accessories for one GOSH ward

Why Wilfreds?

Named after the main man.

Wilfred Frankie was born in 2017. Shortly after, he was diagnosed with Crouzon Syndrome — a condition affecting the development of the skull.

Eight years on. Over 30 brain surgeries. Each one saving his life. Some truly awful moments, faced with a toughness most of us will never have to find.

Wilf is Tim's nephew and Nigel's grandson. When it came to naming this business, there was only ever one answer.

10% of our profits go to FaceValue — part of Great Ormond Street Hospital, who have saved Wilfred's life more times than we have fingers. A note explaining this goes in every single parcel we send.

Wilf is a fighter. He is tough — tough as one could be. Lovely with it, the light of our lives. Forever our inspiration.

Add Wilf's photo here