Uncle Joe’s Mint Balls targets London market through pop-up shop

Iconic sweet firm Uncle Joe’s Mint Balls has joined forces with retail consultants Product Guru as it targets confectionery buyers and leading stakeholders in London and the South East.

Uncle Joe’s sweets will be showcased in a ‘first-of-its-kind hybrid concept pop-up store’ in Islington, London, this autumn exposing the brand to scores of potential customers.

The stylish venue, merchandised as a retail store, is part of an innovative series of category-specific technology powered concept stores in London throughout September, called POP.

John Winnard MBE and Ant Winnard, Joint Managing Directors at Uncle Joe’s, said the Product Guru pop-up shop was a new B2B format aimed at increasing challenger brands’ exposure in the industry.

They said: “Uncle Joe’s Mint Balls are famous the world over but we are always looking strategically at regions where we think we can improve sales even further.

“Brands taking part in this initiative will benefit from exposure to retail buyers, wholesalers, distributors, importers, investors, journalists, and influencers, who will be able to browse products and effectively use the integrated technology from Product Guru’s platform to access product data, brand videos, request samples, and take next-step actions.

“In-store technology will provide real-time performance data for brands to get insights from visitors engaging with their products.”

Uncle Joe’s Mint Balls are made by Wigan-based William Santus and Co Ltd, a privately-owned traditional sweet company that was established in 1898.

The ownership has been passed down through the family generations and joint Managing Directors John and Antony Winnard are the great, great nephews of the company’s founder.

The Mint Balls are still manufactured using the same traditional methods as when Mrs Santus originally made the sweets in her kitchen in 1898.