School House Business Challenge

 Students took part in Aldenham’s annual House Business Challenge, developing innovative confectionery brands and pitching them to a panel of industry experts: 

• Amelia — Brand Manager at Holroyd Howe, specialising in creative strategy and design. 

• Steve Gladwell (OA) — returning after 40 years, bringing 27 years of senior experience in global snack‑food strategy and consumer insight. 

• Alice — International Sales Manager at Churchill’s Confectionery, managing clients in 35+ countries and leading new product development. 

This year’s challenge produced some of the most imaginative concepts we’ve seen. Students created: 

• Functional confectionery infused with ingredients such as matcha, turmeric and Lion’s Mane mushroom, designed to support focus, energy or wellbeing. 

• Health‑focused sweets aimed at improving menstrual health, gut health or sleep, blending nutrition with product innovation. 

• Eco‑friendly ideas, including vitamin‑enriched biodegradable chewing gum and packaging concepts that reduced waste. 

• Performance‑based energy sweets targeted at young athletes, complete with branding, slogans and influencer‑style marketing plans. 

• Premium gifting ranges inspired by global flavours, artistic tin designs and seasonal limited editions. 

The judges praised the students’ creativity, strong brand identities and thoughtful market positioning. Their professional‑level feedback on branding, design, strategy and product development helped students understand what it truly takes to bring a confectionery product from concept to market.