Heritage Sweets

Melba chocolate, sixpence (2½p) per half pound (227g) was a Woolworths exclusive from 1909 to 1939

Countlines have been a key part of the Woolworths range ever since we opened our first British store. In the early days many of the confectionery lines were one or two old pennies (½p to 1p), and virtually all were exclusive or own-brand items.

American stores always featured a window display of pic'n'mix on Saturdays in the period 1886 to 1939

Countlines in the first store in 1909

A display of Nestlé slab chocolate, including swiss white, nut chocolate and fruit chocolate from the 1930s

The first Woolworth stores offered a range of countlines, including slab chocolate, chewing gum (a big seller in the USA) and lots of different types of toffee. In the 1910s and 20s most products were branded "Melba" and manufactured to the company's own specifications by one of the leading weigh-out sweet manufacturers.

In the 1920s the huge volumes being sold allowed Woolworths to start stocking the top supplier-brands including Nestlé's (from the Anglo Swiss Chocolate Company) and Cadbury's both at 3d (1½p) for 4oz (113g).

All time favourite sellers

Toy novelties from Happynak from Woolworths in the 1930s, long before Kinder Surprise, and ice cream cones which Woolworths managed to keep out of rationing throughout World War II

The 1930s also saw the introduction of sweet novelties, including the forerunner of Kinder Surprise, 'Happynak Toy Novelties'. Also the first character-branded sweets went on sale, with a push for Mickey Mouse and Snow White. During World War II the buyer persuaded the Government to keep ice cream out of rationing in exchange for concentrating company stocks in the blitzed areas.

Above all it's worth noting that vintage packs and overwraps have sold consistently well in Woolworths down the years - our customers seem to love a bit of nostalgia!

"Sixpence well spent" - a cartoon from the Woolworths staff magazine in the 1930s