Selfridges has gone Sugarlicous with a new launch in the Birmingham store. The European exclusive IT’SUGAR store opened this morning and is a candy coloured delight to the eyes and tastebuds.

With a range of exclusive flavoured M&M’s (direct from M&M World Las Vegas), Hershey’s, Jelly Belly’s and the biggest Gobstoppers you are ever likely to see It’Sugar is a kids paradise.

Originally an American concept by Jeff Rubin, a.k.a The Candy Man,  each store has its own Jelly Belly sculpture. There is a Dolphin in Miami and a Bull (of course) in Birmingham.

Covered with  250,493 Jelly Belly’s of all colours and flavours the Bull, which is perfectly modeled on the Bullring Bull, sits proudly in the food hall and is sure to be the new tourist attraction of Birmingham.


Also available is an exclusive Limited Edition Selfridges Bullring Bar. Weighing in at a kilo its a heavy piece of choc and made by Cadbury. Urmmmm.

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  1. Pingback: Sweeto the Bull | Birmingham: It’s Not Shit

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