Tuesday, 30 August 2011

Jealous "irresistible guilt-free sweets" review

Like most kids, all three of the Madhouse Mini-Testers have an incredibly sweet tooth (as do their parents !)so, even if I like to get them eating as healthily as possible, I still think it's important for them to have the opportunity to indulge and enjoy sweeties and other treats. When I saw a tweet go by asking for bloggers to review a new range of high end guilt-free sweets, I offered our services without a second's hesitation.

I did a bit of research online and learnt some more about the company. Unbelievable as it may seem, the people behind Jealous - Imran Ali Merza (a former City trader) and Tahzeen Basunia (chartered accountant) - have discovered a gap in the sweets market and have come up with an innovative concept - luxurious gift boxed sweets that can be given in place of a box of posh chocolates.

Imran Ali Merza, managing director at Jealous, says : “Sweets are immensely popular among almost everyone, but confectionery gifts are largely chocolate based, meaning there are no real gift options for sweet lovers. Sweets are bought in packets or at a pick and mix store, but not really given as gifts. We wanted to change this and bring sweets out as equals to chocolates in the gift stakes – standing the humble gummy bear alongside the praline with pride.”

“We also wanted to ensure they could be enjoyed by all, hence our ranges are made free from artificial enhancements, are gluten and gelatine free and also suitable for vegetarians. They come stunningly boxed and in ‘natural’ or ‘organic’ ranges – providing a gorgeous gift for any occasion. We’ve had a great deal of interest in the range so far and anticipate strong sales at Selfridges, which is famed for its well-stocked confectionary department,” he added.

We received a mini sampler box, as you can see above, and happily munched our way through the box. They tasted lovely and fresh. The gummy sweets seemed much softer than many of the jelly-type sweets that the kids eat and the fizzy ones had lovely zingy flavours without being so sour they made your eyes water !

The price does seem expensive, compared to the normal jelly or fizzy type sweets that you can buy, but the whole point is that these are high end, luxurious products to be offered as a gift, so it's like comparing a packet of Smarties with a box of Belgian truffles ! It's definitely an interesting concept, which needs a good marketing campaign so that people equate these kinds of sweets with luxury and grown-up gifts worth a higher price.

star rating : 4/5

RRP : £13.99 for 400g
for more information : http://www.thejealouslife.com/ or follow them on twitter at @thejealouslife

Other reviews that may be of interest :

Rowntrees new sharing bags review
Chocolate Craft Praline Filled Mini Eggs review
Wrigley's 5 Flood chewing gum review


  1. 'Guilt Free Sweets' - sounds too good to be true. Will have to check these out. @mumoffunkids

  2. look nice but very expensive - i suppose it is hard to compare though to similar products that arent as luxurious!

  3. Maybe they could work on the price a bit - but thanks so much for doing this review because I LOVE the concept. I wouldn't have known about them if it wasn't for this and I already have someone in mind who would absolutely love a gift of sweets like this. Cheers!! @fluffyblueberry

  4. Great idea but I have to agree with everyone else they are very expensive

  5. Oh my goodness! This has to be the best find ever! My partner is a sweet freak! He'll buy a massive bag of haribo and gobble it before anyone else has a look in! Then he'll feel dead guilt for scoffing them all and have to go on a big run to feel better! We will def be buying some of these! Think I'll get some as a surprise for him :)