Jan 09 2025 49 mins 1
How did a family-run confectionery shop in Devon become the UK’s #1 seller of sweets on TikTok?
George Robinson, Managing Director of SoSweet, shares the retailer's remarkable TikTok journey which started with a Gavin & Stacey inspired clip that went viral in 2020. The business is now making millions on the platform.
George and Natalie discuss:
- The SoSweet story – how a pandemic pivot unlocked a lucrative new channel for the family business.
- Monetizing your audience – how SoSweet’s early TikTok success positioned them well for the launch of TikTok Shop.
- Halo effect - why TikTokers are flocking to SoSweet’s bricks & mortar stores.
- Industry lessons - evolution of social commerce and opportunities for the future.
- Advice for retailers and brands - embracing authenticity, community, evolution.
George's bio:
George Robinson is the Managing Director and Owner of SoSweet, a specialist confectionery business based in the South West of England. The business launched in 2014 and now trades through 16 retail stores across four counties in the South West. It also has a large presence online selling DTC through its website as well dominating the FMCG category on TikTok Shop.
SoSweet also supplies a range of confectionery and snack products directly into hundreds of independent retail stores nationally through its direct-to-store wholesale business SoSweet Direct.
George is a very hands-on MD with a strong involvement across all functions of the business. His long-term goal is to grow SoSweet into a nationally stocked household brand.
Check out SoSweet on TikTok.
Connect with George on LinkedIn.
