October 04, 2024 Industry news
Founded in 2014 by George’s dad Tony, SoSweet has enjoyed exponential growth in recent years, largely thanks to George's keen eye for innovation and gaps in the market.
With a confectionary empire spanning prime locations across the Southwest of England, the business already had an established retail presence, both online and in-store. However, George’s strong understanding of consumer needs, flair for innovation and adaptability has taken SoSweet to new heights with a loyal following of over a million sweet enthusiasts on TikTok and impressive sales figures to match!
Entrepreneurial spirit
George's entrepreneurial journey began early. Inspired by his parents, both of whom were business owners, he learnt the values of grit, determination, and hard work from a young age.
"I've always wanted to build something of my own," says George, and his experiences as Head Boy during his sixth form days honed his leadership skills, preparing him for future challenges.
Despite facing setbacks in his academic journey, including not gaining admission to his first-choice university to study Business Management with Marketing, George didn’t lose hope. Instead, he embraced opportunity, moving to Italy to run marketing for a ski tour operator and even qualifying as a ski instructor. These experiences broadened both his skill set and his horizons.
In March 2020, just as the world was entering lockdown, George joined SoSweet full-time, ready to pivot the business towards online sales. "It was the perfect time to take the business online," he recalls.
George and Tony
How it all began
After its founding 2014, SoSweet rapidly grew into a beloved local brand with 15 retail stores across Devon, Cornwall, Dorset, and Somerset.
Today, e-commerce is very much at the heart of the business, particularly on platforms like TikTok Shop, where George has successfully navigated the ever-evolving digital landscape. "We've dominated the food and beverage category on TikTok Shop, generating £2.3 million in sales in 2023 alone," he proudly notes.
The company also operates SoSweet Direct, a wholesale channel supplying confectionery and snacks to hundreds of retail stores. George is hands-on in every aspect of the business, from marketing to supply chain management, driven by a vision of gaining national recognition for the SoSweet brand.
Challenges and opportunities
Building a successful business will always present challenges. For George, the first hurdles he had to overcome were establishing a supply chain and effectively managing cashflow to ensure that SoSweet could continue to scale at the right pace.
"I had to learn quickly how to build relationships with suppliers and manage cash flow," he recalls. "But with every challenge came an opportunity to learn and adapt."
One significant milestone was when SoSweet first joined GS1 UK. "We needed unique barcodes for our own label products to bring them to market," George explains. "Being a GS1 UK member has streamlined our processes, allowing us to launch products more efficiently while ensuring secure information sharing with our customers."
The support from GS1 UK has been invaluable as SoSweet continues to grow. With a strong online presence and a field sales team, the company has diversified its channels to include direct-to-consumer sales, wholesale distribution, and social media engagement.
From securing barcodes for product launches to helping us seamlessly share data with partners, GS1 UK has empowered SoSweet to operate with confidence in the market."
George Robinson
Managing director and owner of SoSweet
The power of TikTok shop
SoSweet's journey on TikTok has been nothing short of remarkable. After initially struggling to gain traction, George and his team shifted their strategy in early 2021, showcasing behind-the-scenes content of packing customer orders. This change resonated with audiences and led to exponential growth.
"We had days where we gained 30,000 to 50,000 followers overnight from viral videos," says George.
"We were among the first brands to tap into this style of content, which gave us an early mover advantage when TikTok Shop launched later that year."
With around 800,000 followers and a thriving, highly engaged online community, SoSweet successfully leveraged this momentum, boosting sales dramatically with an astonishing £280,000 in monthly sales after launching on the platform.
SoSweet Truro
Ambitious plans
As SoSweet continues to flourish, George has ambitious plans for the future. "We're focused on expanding our B2B wholesale business while enhancing our retail presence," he explains.
His team is now working to grow SoSweet Direct, increasing the number of field sales representatives to reach more retailers. In addition to retail expansion, George is keen to further develop the company’s infrastructure to support further growth.
The TikTok Shop channel remains a priority, not only as a revenue stream but as a means of adding immense social value to the SoSweet brand.
"Our best-selling products on TikTok are 1kg bags of sweets that offer great value for money," he says, highlighting the importance of catering to consumer needs.
Lessons learned
According to George, execution is key in entrepreneurship. "People often overthink and wait for the perfect moment, but there’s never a perfect time," he says.
His perfectionist nature initially led to hesitance, but he has since learned to embrace action over inaction. "The most significant wins have come from diving in and getting my hands dirty."
For budding entrepreneurs, George’s advice is clear: focus on scaling and be prepared to adjust as you go. "Don't wait for everything to be perfect. Launch, learn, and iterate," he encourages.
