INSPIRATION
HellaSweet was founded in 2019 in response to the perceived lack of accessible and appealing confectionery options for Muslim consumers. The founder initially believed that halal-friendly candy was scarce in the UK market but, after conducting further research, discovered that while halal sweets were available, they often lacked the vibrant branding and fun presentation typical of mainstream confectionery brands. This observation led to the creation of HellaSweet—a brand designed to merge halal-conscious values with the excitement and variety of popular sweet shops. The name “HellaSweet” is a nod to the gelatine-free American-style sweets the founder aimed to offer, with “hella” being slang for “very” or “a lot,” and “sweet” reflecting both the product and the brand’s playful identity.
Early history
Building on the founder’s observations about the lack of fun, halal-friendly confectionery options (as detailed in the brand’s origin), HellaSweet was established as one of the first online retailers in the UK to offer gelatine-free American sweets tailored to those following a halal diet. In addition to these products, the brand initially offered a wider selection of imported goods, including American snacks, Chinese sweets, popular soft drinks from the U.S., and a range of confectionery-themed gifts. As the UK market for American sweets—particularly gelatine-free options—began to grow both online and in physical stores, HellaSweet made a strategic decision to pivot. The brand shifted its focus toward curated offerings of halal-certified sweets, aiming to distinguish itself with a clearer emphasis on quality, compliance, and brand identity rooted in halal assurance.
TAGLINE & BRAND MISSION
HellaSweet’s tagline, “Life isn’t always sweet. But we are,” reflects the brand’s commitment to offering a light-hearted and comforting experience through its products. While the phrase may appear understated for a confectionery business, it intentionally acknowledges the challenges of everyday life and suggests that moments of joy can be found in simple pleasures—such as enjoying sweets. The brand uses this sentiment to position itself not just as a retailer, but as a source of small escapes and feel-good indulgence. HellaSweet aims to embody this message by consistently delivering a “sweet” experience—both in the quality of its halal-certified products and in its customer service.