25 years of heritage. An instinct for rebellion.
THE LORDS
The Lords was born from a story that began more than 25 years ago.
Our roots lie in a company founded by Carlos Fernández de Villavicencio, dedicated for decades to the distribution of confectionery in Spain.
A project built on experience, deep product knowledge, and a clear understanding of the sector.
The Lords is the natural evolution of that journey.
And its founder, Leticia Fernández de Villavicencio, quite literally grew up surrounded by sweets.
From a very young age, she experienced this world from the inside: product, processes, and market. But also from the outside, as a creative and art director, with a different perspective.
And that’s where the question began.
When color begins to fade out
For years, the world of confectionery had been synonymous with imagination, fantasy, and pleasure. A free, exaggerated, almost magical territory.
But little by little, something began to change. The sector became more rational, more functional, more grey. There was talk of volume, turnover, efficiency… and less and less of emotion, identity, or storytelling.
The Lords was born from that observation. From the need to bring colour, character, and creativity back to a world that was once vibrant. Not to look back with nostalgia, but to build something new.
Branding, storytelling… and real product
From the very beginning, we knew that The Lords had to be a universe, not just a brand.
A Kingdom with its own narrative.
A strong visual identity.
Characters with real personality.
This is how the Grand Lord, creator of the Kingdom, was born, along with the two energies that define it:
The Sweet Lord
The purest sweetness: juicy, balanced, and indulgent.
The Burning Lord
Intensity. Sourness taken to the limit. Pleasure that dares.
Two opposing forces. One throne.
But storytelling means nothing if the product doesn’t live up to it. And on that, we make no compromises.
Sour without fear. Sweetness without artifice.
At The Lords, we believe that branding matters. A lot. But we also believe that the product has to live up to the story. That’s why we work with sweets of the highest quality, carefully crafted from the recipe to the very last detail:
- Vegan and vegetarian
- Gluten-free
- Gelatine-free
- Made with colouring food
- Natural colours
- Natural flavours and aromas
There are no tricks here. Just real flavour, well-crafted textures, and recipes designed to deliver genuine pleasure.
Sour you can feel. Sweetness you can enjoy.
THE LORDS
The Kingdom continues
The Lords is the union of experience and vision
Of tradition and disruption. Of industry expertise and fearless creativity. Of well-crafted product and purposeful storytelling.
Welcome to the Kingdom.