Matt Whelan on joining Fieldfare and chocolate twists

Fieldfare is pleased to announce the appointment of Matt Whelan as Managing Director. With his extensive experience and track record of successfully delivering challenger brand strategies, Matt has jumped right in at the deep end and is leading Fieldfare’s transformation to challenger brand, steering the successful 40-year old business into its next chapter. Matt brings with him a wealth of experience gained working over the past twenty (plus) years working within the food industry across confectionery, meals, seafood and bakery.

Matt confesses that Fieldfare Chocolate Twists do not stand a chance in his home as it is a firm family favourite. Matt is married to Julie, a photographer, and has three daughters. Matt says: “ I love quality food and very much live to eat. To me Fieldfare has always represented great quality and I believe in what the brand stands for, so I am proud to lead and be a part our unique business.”

We are delighted to have Matt on board. Find out more about Matt at:  Meet the Team


Fieldfare welcome all shoppers but due to our products being sold loose we don’t recommend them if you suffer with anaphylaxis from the following allergens: peanuts, tree nuts, sesame, milk, egg, shellfish (molluscs and crustaceans) and fish.

We also urge caution for other allergen sufferers as there is a risk of cross-contamination from celery, gluten, lupin, mustard, soya and sulphites which may be present in products in the same freezer.