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Sweets content is everywhere right now. Freeze-dried taste tests on TikTok. Three-ingredient traybakes on Instagram Reels. ASMR pick and mix videos you can't stop watching. If you're after recipe ideas, honest reviews or just a good scroll through mountains of chocolate, these ten UK creators are the ones to know.
We've picked them because they're changing how people discover and enjoy confectionery in 2026: not sweet shop owners or candy brand founders, but independent creators whose content genuinely helps you get more from your treats.
Which UK Sweets Influencers Are Creating the Best Confectionery Content Right Now?
1. Fitwaffle (Eloise Head)
Eloise Head is one of the world's most popular food influencers and was TikTok's top viewed UK food creator in 2022. Over 5.8 million TikTok followers, more than 2 million on Instagram and over 10 billion views across her platforms.
She's based in Surrey, she's a Sunday Times bestselling author, and her content regularly turns branded confectionery into recipes that look far harder than they actually are. Three-ingredient Oreo cake. Maltesers tiffin you can knock together in minutes. Her whole approach proves that a chocolate bar from the cupboard can become something properly special with barely any effort.
2. Jane's Patisserie
Jane has written three bestselling cookbooks and her baking content has attracted a big audience. Her recipes are all about making every day a celebration.
If you bake regularly, keeping a stash of chocolate multipacks in the cupboard stops being optional and starts being essential.
3. Nathan Anthony
Nathan swapped a career in finance for air fryer and slow cooker content during lockdown. It worked out. His recipe for air-fried Cream Egg croissant balls racked up over 26 million views on Instagram alone, and he's got a real talent for taking nostalgic confectionery and doing something fresh with it.
He's great inspiration for anyone browsing our retro sweets collection and wondering what to do with them beyond eating straight from the bag. Though that's perfectly valid too.
4. Cupcake Jemma
Jemma Wilson runs one of YouTube's most popular baking channels and owns Crumbs & Doilies, a London bakery.
Her bakes are colourful, and she shares both behind-the-scenes bakery content and full recipes her followers can try at home. If you love pick and mix and fancy getting creative in the kitchen, her channel's a great place to start.
5. Holly Jade (The Little Blog of Vegan)
Holly creates plant-based desserts that stop people mid-scroll. Her content puts to rest any idea that vegan confectionery has to be worthy but bland.
Because everything she makes is vegan, her recipes naturally use dairy-free and gelatine-free ingredients, and the results look every bit as indulgent as non-vegan alternatives. She's a brilliant way into vegan sweets you might not have tried yet.
6. Becky Excell
Becky is the UK's go-to gluten-free food creator. Her recipes prove that gluten-free doesn't mean boring, and she's been described as a game-changer for coeliac-friendly brands.
If her content gets you thinking about dietary confectionery more broadly, our sugar-free sweets collection is worth a look too.
7. Ash Baber
Manchester-based Ash is a baking enthusiast who shares dessert recipes across TikTok and Instagram.
If you want ideas for turning everyday confectionery into something you can bake and share, his feed is worth a follow.
It also makes a strong case for keeping chocolate sweets in the cupboard as baking essentials, not just snacks.
8. The Food Review Club
This one takes a different angle. The Food Review Club is a UK-based food reviewer with content across TikTok, YouTube and Facebook.
Rather than showing you how to bake with sweets, the content helps you decide what's worth buying in the first place.
Curious about American sweets but not sure where to start? Content like this cuts through the noise and points you toward products that genuinely stand out.
9. Benjamina Ebuehi
Benjamina first appeared on The Great British Bake Off at just 23 and has since become a popular baking creator.
She's great if you're looking for ideas that feel a bit more special than your standard weekend recipe.
Her content pairs naturally with our sweet hampers if you're looking to combine something homemade with ready-made treats for gifting.
10. Poppy O'Toole (Poppy Cooks)
Poppy is a Michelin-trained chef who became a TikTok sensation with her viral potato recipes. She's also recommended for sweet treats and baking brands.
Her down-to-earth style appeals to a wide range of ages, and she's good at getting people to experiment with flavours they wouldn't normally pick up.
If you're exploring American candy and wondering what to try first, she's the sort of creator who'd push you to go for it.
Confectionery content isn't going anywhere. Freeze-dried sweets are still one of the biggest candy trends on TikTok, sour challenges remain a staple of reaction content and candy-related hashtags continue to rack up billions of views.
These ten creators are worth following because they do more than just show you sweets: they show you what to do with them, which ones are genuinely good and how to share them with the people you care about.
Ready to stock up on the sweets you've been seeing on your feed? Browse our full sweets collection for everything from retro classics and vegan picks to American imports and chocolate bars. We deliver free on orders over £25.
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