A traditional sweet shop in Stratford-upon-Avon has been rebranded and become an independent store.

Formally known as Mr Simms Olde Sweet Shop, the High Street-based Wilfred’s Of Stratford has completely rebranded and has moved from a national franchise to a locally owned independent store.

Commenting on the development, store manager Lisa Edwards said: “The name change happened during lockdown. It was always planned to go ahead, but we don’t want any of our customers and visitors to the town to be confused.

“Wilfred’s Of Stratford has the same team that everyone knows, and we're giving the same quality of service that we always have. It’s just that the shop has now become an independent rather than part of a franchise, so we want people to know that we’re here and to continue to support us.

“Nigel, the shop’s owner, came up with the new name as it’s dedicated to his grandson, so it gives it a nice family connection.”

Joe Baconnet, Director of Stratforward Business Improvement District, said: “Wilfred’s is a great local business, very much a staple in the town and is always popular with visitors.

“Stratford-upon-Avon and Stratforward is proud to host so many independent businesses in the town centre, and it's great to see that Wilfred’s joins that list.

“We would encourage visitors to Stratford to head down to High Street and show their support.”