In the heart of Rochdale, a family-run business has quietly grown from a small back-room operation into one of the UK’s recognised halal sweet brands. Sunshine Snacks Limited, founded by Shahid Ahmed alongside his family, is more than just a confectionery business — it is a story of resilience, community spirit, faith, and hard work.
Speaking alongside Sales Director Hasan Iqbal, Shahid Ahmed reflected on the journey that began in 1996 and the values that continue to shape the company today.
Born and raised in Rochdale, Shahid comes from a Pakistani heritage with family roots in Gojra (Punjab) Pakistan. Growing up in the Deeplish area, he described being surrounded by strong community values and positive influences from local elders.
The story of Sunshine Snacks began unexpectedly. While Shahid was studying at college, his father suffered a heart attack, forcing him to step away from education to help run the family convenience store. At the time, traditional “quarter sweets” were still popular, with customers queueing while sweets were weighed and bagged individually.
Wanting to make the process quicker and easier, Shahid came up with the idea of pre-packing sweets into ready-made bags that customers could simply pick up and purchase. The idea worked immediately. Customers loved the convenience, and Shahid soon realised there was a genuine gap in the market — particularly for halal confectionery products, which were extremely limited at the time.
Starting with nuts, popcorn, and a small range of sweets, the family began hand-packing products in a room at the back of their shop. Shahid’s parents played a key role in the early days, roasting nuts, preparing products, and helping package everything by hand using simple sealing machines and stickers.
Every day, Shahid’s sisters who have been with him since the day the company started would produce products which Shahid would load into his car and personally deliver them to local shops. The products sold quickly, and demand steadily grew.
Eventually, Shahid approached Hasan Iqbal’s father, Zafar Iqbal an electrical engineer by trade, and convinced him to leave his job and help build the business. Together, they moved into a small unit at Spotland Bridge Mill in Rochdale, where the company slowly expanded from one van to several, eventually growing into the large-scale operation it is today.
Despite now employing around 40 staff members, Sunshine Snacks has remained firmly rooted in family values. Shahid explained that although he holds the title of Managing Director, everyone within the company plays an equal role.
Family members are involved across every department — from sales and production to website management and warehouse operations. Employees are treated as part of the extended Sunshine family, with Shahid and Hasan both emphasising that the company succeeds because everyone contributes together.
Even today, Shahid can still be found driving vans, fitting display units, and working directly with customers. He believes leadership means remaining hands-on rather than sitting behind a desk.
Hasan Iqbal highlighted the work ethic that helped build the company, proudly referencing their Punjabi roots and the determination that drove the family forward from the very beginning.
In the early years, gaining customers was far from easy. Shahid admitted he had no formal sales experience and learned entirely through trial and error. There were days spent visiting dozens of shops with little success, but persistence eventually paid off. Through referrals, product quality, and strong relationships, Sunshine Snacks steadily expanded beyond Rochdale into other towns and cities.
Today, the company supplies stores nationwide and has developed a product range of over 50 halal, vegan, vegetarian, gluten-free, and plant-based products.
One of the company’s key missions is inclusivity. Hasan explained how growing up as Muslims often meant being excluded from certain foods due to dietary restrictions. That experience inspired Sunshine Snacks to create products that children from all backgrounds and faiths could enjoy together.
The company now works closely with halal authorities as well as vegan and vegetarian certification bodies to ensure products meet the highest standards. Products are sourced globally from countries including Brazil, Morocco, and Turkey, with rigorous verification processes before reaching customers.
Over the past few years, Sunshine Snacks has undergone significant rebranding and product development, introducing unique display units and innovative confectionery lines that have helped elevate the brand nationally. The business is also currently in discussions with a major national company that could further expand its reach across the UK.
Despite this success, Shahid and Hasan remain deeply committed to Rochdale.
They described the town as an important part of their identity and expressed pride in helping put Rochdale on the map through their brand. Even after outgrowing their current 18,000-square-foot premises, they have resisted opportunities to relocate elsewhere, choosing instead to remain local.
Community support and charitable work also sit at the centre of Sunshine Snacks’ ethos.
The business regularly supports local projects, hospices, charities, orphanages, and community initiatives both in the UK and abroad. From supporting children’s hospital projects and hospice staff to helping fund homes for widows and orphans overseas, the family believes success comes with responsibility.
For Shahid and Hasan, true success is not measured by money alone but by being able to provide for families, support employees, and help others wherever possible.
The company has also embraced social media in recent years, helping further grow the Sunshine Snacks brand nationally. However, both men remained humble throughout the interview, repeatedly crediting their success to faith, hard work, loyal staff, supportive communities, and the blessings of Allah.
Nearly 30 years after Sunshine Snacks first began packaging sweets by hand in a small room behind a convenience store, the business continues to grow while staying true to the same values it was built upon: family, community, inclusivity, and dedication.
From Rochdale to the rest of the UK, Sunshine Snacks has become far more than a sweet company — it has become a symbol of local pride and perseverance.
