Making Selfridges Jealous

Jealous, a new manufacturer of high end sweet-gifts made from natural ingredients and suitable for people with dietary or ethical requirements, is launching its offering exclusively through Selfridges this month.   Jealous sweet-gifts will be available at London’s Oxford Street Selfridges store, which has an exclusivity period of six weeks.

The concept of Jealous is the brainchild of former City trader Imran Ali Merza and chartered accountant Tahzeen Basunia. As the recession hit, the pair used the opportunity to create a new business and brand, believing there was a gap in the market for sweet-gifts.

Says Imran, Managing Director at Jealous:

“Sweets are immensely popular among almost everyone, but confectionary gifts are largely chocolate based, as 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 sweets are 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’re thrilled to be working with a store as prestigious as Selfridges to launch our product – and are excited about the future of Jealous and with the prospect of working with other major retailers,” he added.

The initial Jealous range includes; Sinfully Sour, Enchanted Eden, Paradise Lost and Gummy Heaven and will be exclusively available in Selfridges’ flagship Oxford Street store.

Jealous is keen to talk to other retailers interested in stocking the range, to expand its offering through a wide portfolio of retailers and improve consumer access to the product.

Tanya McMullen, Grocery and Confectionery Buying Manager at Selfridges said:

“As any retailer knows, sourcing new and unique products to offer customers a wide selection of items is paramount.  So when Jealous came along we saw the merits in this great gift item and we’re delighted to be able to launch it exclusively in our London store. We anticipate it will be a big hit with customers looking for a food gift.”

For further information about Jealous visit or get involved by following @thejealouslife and



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