Pascall
Pascall is a long-established confectionery brand with British origins and a continuing presence in Australia and New Zealand under Mondelēz International.
Last updated August 24, 2026
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Overview
Pascall is a confectionery brand whose origins date to 1866, when James Pascall and his brother Alfred established a small sweets business in London. The enterprise developed from a shop into a confectionery manufacturer, later producing chocolate and a broad range of boiled sweets, toffees, bonbons, caramels and other sugar confectionery. Its historical British business became associated with innovations and established products including individually wrapped bonbons, Golden Maltex and a United Kingdom licence to manufacture Life Savers. The company was formally incorporated as James Pascall Ltd in 1898. During the late nineteenth and early twentieth centuries it expanded its manufacturing footprint, including facilities at Blackfriars Road and Mitcham. A major fire damaged the Blackfriars site in 1897, after which the premises were rebuilt. James Pascall was also remembered as a comparatively liberal employer for the period, with shorter working hours than those required by contemporary factory legislation. After James Pascall died in 1918, his son Sydney became the company’s managing director and chairman. The business was listed on the London Stock Exchange in 1920 and soon pursued an international manufacturing strategy. In 1923, James Pascall joined with Cadbury and J. S. Fry & Sons through Cadbury-Fry-Pascall Pty Limited, a joint venture established to manufacture the companies’ products at Claremont in Tasmania. This arrangement formed the basis for Pascall’s durable commercial presence in Australia and New Zealand. Pascall products began being made in New Zealand during the 1930s under licence at the Cadbury-Fry-Hudson operation. The original British company experienced financial and management difficulties during the 1920s and early 1930s. Sydney Pascall left the managing director role in 1930 and the chairmanship in 1932. Edward Cassleton Elliott subsequently introduced new capital and led a business turnaround. The British company was acquired by Beecham Group in 1959 and combined with confectionery interests associated with R. S. Murray. The Pascall-Murray business was acquired by Cadbury in 1964, bringing the brand more firmly into the Cadbury confectionery portfolio. The remaining United Kingdom Pascall business was later sold to Tangerine Confectionery in 2008. In Australia, production moved from Tasmania to Melbourne in 1981. New Zealand was an especially important market for the brand, with many products historically manufactured at Pascall’s Avondale factory in Auckland. That facility closed in December 2009, after which production was transferred to the Cadbury plant in Dunedin and manufacturing sites in Australia and Thailand. The relocation generated criticism from some New Zealand consumers, particularly over perceived differences in the texture and taste of Thai-made Minties. Today Pascall is principally recognized in Australia and New Zealand for a portfolio of traditional sugar confectionery. Products associated with the brand include Minties, Pineapple Lumps, Clinkers, Jaffas and Jaffa Lumps, Milk Bottles, Wine Gums, Fruit Bursts, Fruit Bon Bons, Eclairs, caramels, marshmallows, jubes, jellies, barley sugar, butterscotch and various mints. Product availability varies by market and by period. The brand is owned by Mondelēz International and remains part of the company’s regional confectionery offering, with its identity strongly linked to heritage sweets and familiar local products.
History
Pascall began in London in 1866, when James Pascall and his brother Alfred opened a confectionery shop in Wells Street, near Oxford Street. James Pascall had previously worked as a salesman for Cadbury, and the brothers’ business subsequently developed into a manufacturer. It moved to larger premises at Valentine Place on Blackfriars Road in 1877, with chocolate production beginning the following year. Expansion continued through the late nineteenth century, including the development of a further factory at Streatham Road, Mitcham. A substantial part of the Blackfriars premises was destroyed by fire on 1 October 1897. The site was rebuilt to designs by architect W. H. Woodroffe. The enterprise was formally incorporated as James Pascall Ltd on 11 June 1898. Historical accounts describe the company as a relatively progressive employer for its era, with employees generally working an eight-hour day. Among its commercially successful products around the turn of the century was Golden Maltex, a confectionery product made with malt extract. Pascall broadened its product and licensing activities during the early twentieth century. In 1916, the company obtained a licence to manufacture Life Savers in the United Kingdom. During the sugar shortage of 1917, it produced a pink candy intended as food for bees and treated with antiseptic to discourage human consumption. Profits from that product were later donated to a benevolent agricultural charity under an arrangement made with the authorities. James Pascall died in 1918, after which his son Sydney assumed leadership of the company. The company became publicly listed in London in 1920. In 1922, it received a Royal Warrant from the Prince of Wales. The following year, Pascall joined with Cadbury and J. S. Fry & Sons to establish Cadbury-Fry-Pascall Pty Limited in Tasmania. Cadbury held half of the joint venture, while Fry and Pascall each held a quarter. The Claremont factory produced products associated with all three businesses and provided the foundation for Pascall’s Australian and New Zealand operations. Pascall also registered a number of product names in Australia in preparation for the new venture. The company’s finances fluctuated heavily during the 1920s and early 1930s. Sydney Pascall resigned as managing director in 1930 and later left the chairmanship in 1932. Edward Cassleton Elliott took over and introduced additional capital as part of a turnaround. Pascall products entered New Zealand production during the 1930s under licence through Cadbury-Fry-Hudson. This regional manufacturing relationship helped establish the brand as a lasting presence in both countries. The British business changed ownership several times. Beecham Group purchased the original British firm in 1959 and merged it with R. S. Murray’s confectionery business. Cadbury acquired the Pascall-Murray operation in 1964. In 1981, Australian production moved from the original Tasmanian base to Melbourne. The residual United Kingdom Pascall business was sold to Tangerine Confectionery in 2008, while the Australian and New Zealand brand operations remained associated with Cadbury and subsequently Mondelēz International. New Zealand production was historically concentrated at the Pascall factory in Avondale, Auckland. The plant closed in December 2009, and manufacturing moved to the Cadbury factory in Dunedin as well as facilities in Australia and Thailand. The change was controversial among some consumers, who believed that products such as Minties had different texture and flavor after production moved. Pascall continues as a regional confectionery brand, with a product range built around traditional sweets, fruit candies, mints, jellies, marshmallows, liquorice products and chocolate-coated treats.
- 2009
Avondale factory closes
[1]Pascall’s Avondale factory in Auckland closes, with production redistributed among facilities in New Zealand, Australia and Thailand.
- 2008
Remaining United Kingdom business is sold
[1]The remnants of the British Pascall business are sold to Tangerine Confectionery.
- 1981
Australian production moves to Melbourne
[1]Manufacturing in Australia is transferred from Tasmania to Melbourne.
- 1964
Cadbury acquires Pascall-Murray
[1]Cadbury purchases the Pascall-Murray confectionery business.
- 1959
Beecham Group acquisition
[1]The original British Pascall firm is acquired by Beecham Group and combined with R. S. Murray’s confectionery business.
- 1932
Sydney Pascall leaves the chairmanship
[1]Sydney Pascall departs as chairman, with Edward Cassleton Elliott leading a capital-supported turnaround.
- 1930
Sydney Pascall leaves the managing director role
[1]Sydney Pascall resigns as managing director during a period of financial and managerial difficulty.
- 1930
Pascall promotes individually wrapped bonbons
[1]By this period, the company was claiming credit for creating individually wrapped bonbons.
- 1930
New Zealand production begins
[1]Pascall products begin to be produced in New Zealand under licence through Cadbury-Fry-Hudson.
- 1923
Tasmanian joint venture begins
[1]Cadbury, J. S. Fry & Sons and Pascall establish Cadbury-Fry-Pascall Pty Limited to manufacture their products at Claremont in Tasmania.
Products and positioning
A heritage confectionery brand centered on familiar, accessible sweets and nostalgic products, with especially strong cultural recognition in New Zealand and Australia.
Mints and chewy confectionery
Minties
Minties are a signature Pascall mint confectionery product strongly associated with the New Zealand market. They are traditionally recognized as chewy mint sweets and have been sold in formats intended for individual consumption and sharing. The product became particularly notable after manufacturing moved away from New Zealand, when some consumers reported differences in softness and taste.
Chocolate-coated fruit confectionery
Pineapple Lumps
Pineapple Lumps are a New Zealand-associated Pascall confectionery made around a pineapple-flavored center with a chocolate coating. The product is part of Pascall’s heritage portfolio and is recognized as one of the brand’s most distinctive offerings in New Zealand.
Chocolate-coated sugar confectionery
Clinkers
Clinkers are colorful sugar-based confectionery pieces covered in chocolate. They belong to Pascall’s established Australian and New Zealand range of playful, bite-sized sweets and are commonly positioned as a sharing or treat product.
Chocolate and orange confectionery
Jaffas and Jaffa Lumps
Jaffas and Jaffa Lumps are chocolate confectionery products associated with an orange-flavored center or flavor profile. They represent Pascall’s combination of fruit flavors and chocolate coatings and form part of the brand’s regional heritage assortment.
Chewy confectionery
Milk Bottles
Milk Bottles are molded, milk-flavored chewy sweets in the shape suggested by their name. They are part of Pascall’s traditional sugar-confectionery portfolio and are sold alongside other nostalgic candy formats.
Gummy confectionery
Wine Gums
Wine Gums are firm, fruit-flavored gummy sweets sold under the Pascall name in the regional portfolio. They sit within the brand’s broader range of jellies, jubes and fruit-based confectionery.
Chocolate-coated confectionery
Hokey Pokey Lumps
Hokey Pokey Lumps combine a honeycomb-style confectionery center with chocolate. The product reflects Pascall’s emphasis on textured, chocolate-coated treats with strong associations to New Zealand confectionery preferences.
Fruit confectionery
Fruit Bursts and Fruit Bon Bons
Fruit Bursts and Fruit Bon Bons are fruit-oriented sweets within Pascall’s regional assortment. They extend the brand’s traditional offering beyond mints and chocolate-coated products into individually portioned, fruit-flavored confectionery.
Marshmallow confectionery
Marshmallows
Pascall marshmallows are part of the brand’s longstanding soft-confectionery range. They have been offered alongside jellies, jubes and other sweets, although specific pack formats and market availability have varied over time.
Boiled sweets and toffees
Barley Sugar, Butterscotch and Caramels
Pascall’s barley sugar, butterscotch and caramel lines represent the traditional boiled-sweet and toffee side of the portfolio. These products connect the current regional brand to the company’s historical focus on sugar confectionery and classic flavor profiles.
Liquorice and mixed confectionery
Licorice Allsorts and Fruit Allsorts
Licorice Allsorts and Fruit Allsorts are mixed-format sweets combining distinctive shapes, colors and flavors. They illustrate Pascall’s use of assortment products to serve consumers seeking variety in a single confectionery pack.
Brand decisions
2009
Close the Avondale factory and redistribute productionStrategyBackground
The New Zealand manufacturing footprint was reviewed after Pascall had operated its own Avondale, Auckland, factory for many years.
Action taken
The Avondale factory was closed in December, and production was moved to the Cadbury factory in Dunedin and manufacturing facilities in Australia and Thailand.
Aftermath
The change reduced local production and prompted consumer complaints about perceived differences in the texture and taste of some products, particularly Minties.
1981
Move Australian production from Tasmania to MelbourneStrategyBackground
Pascall’s Australian manufacturing network was reorganized after decades of production at the Claremont facility in Tasmania.
Action taken
Australian Pascall production was transferred to Melbourne.
Aftermath
The move consolidated the Australian manufacturing base, while the brand continued to operate across Australia and New Zealand.
1923
Create a joint manufacturing venture in TasmaniaM&ABackground
Pascall sought a stronger production and distribution base in Australia by cooperating with Cadbury and J. S. Fry & Sons, whose holding company was associated with the new Tasmanian factory.
Action taken
The parties established Cadbury-Fry-Pascall Pty Limited, with Cadbury holding 50 percent and Fry and Pascall each holding 25 percent.
Aftermath
The venture initiated Australian production and helped support the brand’s subsequent expansion into the Australian and New Zealand markets.
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