International Confectionery Magazine gets to know Jordan Abrahams, Co-Founder and Director, Neat Sweets…
What is your favourite type of sweet snack?
I’ve always had a sweet tooth, but anything citrusy wins. NeatSweets Sour Citrus is my go-to — tangy, not too sweet, and actually feels like a smarter choice.
When eating out, starter or dessert?
Dessert. Every time. It’s just hard finding one that isn’t packed with sugar — bit of a mission if you care about what’s in your food.
What’s the first thing you do when you get home from work?
Bit of a trick question — founder life doesn’t really clock off. But when I do get a break, I get outside and move.
How do you most like to spend your weekends?
Wine, mates, and a bar with a decent playlist. Sundays are usually work-lite — planning, thinking, resetting.
Who did you admire growing up and why?
My parents. My mum built something from scratch with nothing but drive. My dad’s steady and focused — he keeps it real. Also, my co-founders — building something together from zero takes serious guts and I respect that.
How would you define success?
Waking up actually wanting to do the work. Building something you care about with people you rate.
Which other country would you like to live in and why?
Barcelona. Great food, great energy, and people actually care about what they’re consuming. Feels like the right fit.
What 3 adjectives would a close friend use to describe you?
Enterprising, driven, and probably a bit relentless when I’m into something.
If you could only eat the same meal for dinner every day, what would it be?
Paella. Versatile, big flavour, and you never get bored of it. Bonus points for the wine pairing.
Name something you’ve never done but would love to try…
Launch a NeatSweets festival — good food, smart conversations, music, movement. Basically, a better way to do events.
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Media contact
Joseph Clarke
Editor, International Confectionery
Tel: +44 (0) 1622 823 920
Email: editor@in-confectionery.com
