About Us

We’ve been working with sweets for the past 20 years, so we like to think we know a thing or two about them. Justine – the company founder – grew up watching her mum making handmade fudge for her shop in Lyme Regis. Her mum was a stickler for doing things properly and beat every batch herself by hand. The result was delicious, crumbly, melt-in-the mouth fudges. Justine is proud to continue the tradition of selling high quality fudges as well as a few new sweets she’s added to the collection since. We sell our sweets exclusively at Borough Market, London.

Meet the team


Justine is the Founder of Whirld and has spent the last 25 years working with sweets, so she’s a bit of a fudge expert! 
She learnt the skills of making fantastic fudge from her mother, who had a small fudge shop in Lyme regis, Dorset. 
“I love selling our fudge at Borough Market, because the people who shop here really appreciate good quality and food made properly.
My favourite fudge is the Sea Salt Caramel flavour. I came up with the idea after visiting Brittany, France 20 years ago, and tasting the traditional salt butter caramels from there. I knew it would translate well as a fudge flavour and it’s now our best seller.”
When she’s not making fudge, Justine loves walking her dog Juno, or playing backgammon by the fire.


Ali is the Manager of our stall at Borough Market. A fun but demanding job, he is central to making sure everything runs smoothly. Ali brings a little bit of sunshine to the stall, with his permanent smile and easygoing personality.
In his other life, Ali is a musician, and likes to support ‘Help Musicians’ a charity that has been providing financial and mental support to musicians for over 100 years. 
“My favourite fudge flavour is the Chocolate Orange. Not only is it absolutely delicious, it’s also one of my ‘five a day’!” 😉



To complete our team, we have the lovely Bram, supporting Ali with the sales on our stall. He enjoys chatting to our customers and answering all their fudgy questions.
When he’s not working on the stall, Bram is an accomplished photographer (and we also know he’s a secret (and very good) knitter and crocheter!).
“I love the White Chocolate Swirl fudge. The smoothness of the white chocolate goes really well with the crumbliness of the fudge.”
A cause close to Brams’ heart is the Royal Trinity Hospice. 
“At Trinity we believe that every moment matters. We go above and beyond to help our patients and their families make the most of every moment they have left.”