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A Sweet Commemoration

News   •   Oct 15, 2018 14:22 BST

To celebrate the 1918 Armistice, George Bassett & Co. Ltd produced Peace Babies – the confectionary classic we know and love today as Jelly Babies.

This year, to commemorate the centenary of the end of World War One, Maynards Bassetts are launching a limited-edition pack of Peace Babies - aiming to raise over £25,000 for Help for Heroes.

To discover the full history of this confectionary classic, archivists at Mondelez International in Bournville trawled through records to discover a rare surviving copy of an export list mentioning the sweet treat.

Dated from the 1920s or 30s, it shows a “hundred-weight” (roughly 45kg) of Peace Babies listed for sale in “4lb wood boxes”. All for the grand total of 68 shillings… roughly £139.60 in today’s money.

It is thought that Peace Babies were on sale until rationing halted production during World War Two. Fortunately, in 1953, the tasty treats were relaunched as Jelly Babies and became incredibly popular. The rest, as they say, is history!

You can find your own limited-edition pack in selected Tesco stores, with funds raised helping us to continue supporting Veterans, Service Personnel and their families. *

“We are delighted that Maynards Bassetts has chosen to commemorate the centenary of the First World War by supporting the heroes of today. It has been fascinating to learn about the history behind such a well-loved product, and we are hugely grateful for the difference the money raised will make in Help for Heroes work supporting our wounded, injured and sick members of the armed forces community. We encourage everyone to use this excuse to indulge their sweet tooth by picking up a packet of Peace Babies!” Beth Miles – Marketing and Fundraising Director, Help for Heroes

* A minimum of five pence from the sale price of this product will be paid to Help for Heroes Trading Ltd, which gifts all its taxable profits to Help for Heroes (a charity registered in England and Wales, number 1120920, and in Scotland SCO44984)