Jo Brand unwraps the nostalgic story of the world of sweets and lifts the lid on the biggest rivalries and innovations that have driven the sweet world. Jo unpacks the historic rivalry between Rowntree's and Bassett's before the cosy British sweet market gave way to a bitter battle after the arrival of Mars and Haribo, and key players from some of the industry's biggest brands reveal just how fierce the battle is to keep life sweet.

Jo Brand tears open the nostalgic story behind Britain's most popular breakfast cereals. Three British companies fought it out and shaped this market over decades: Kellogg's, Weetabix and Jordans. Now they battle it out as modern consumers prioritise nutrition, while new, independent rivals with big ideas compete for their own place at the breakfast table.