On a trip to the US 18 years ago, Sheldon Flax saw a coffee cart featuring flavoured syrups in a local attraction. This was a new concept not yet widely known in the United Kingdom. He tied down the distribution rights and began on a journey to introduce flavoured syrups to the UK.
This proved hugely successful, supplying most of the major coffee chains in the UK. With this growth Sheldon added other concepts from America to his range including Hot Chocolates and sauces (Ghirardelli), Iced Teas (Arizona) and more, securing master franchisee roles for the UK and Ireland. The American Beverage Company was born.
As the company grew there was more demand for Italian products such as biscuits, and chocolate, plus machines and ancillaries. So alongside American Beverage Company Sheldon launched the Italian Beverage Company.
In 2004, Sheldon merged these companies to what is now known as The Italian Beverage Company (IBC).
However with the growth of international sales Sheldon kept running into the same problems. Companies wanted to buy from us but we could never give them the flavours or taste profiles they wanted. Therefore in January 2008, IBC launched its own brand of syrups under the brand Simply so it could have complete control.
The new Simply brand worked, especially internationally, so syrups were shortly followed by Sauces, Smoothies, Frappes, Thick Milkshakes, Hot Chocolate and more, giving them an unrivalled range of products meeting the ever-changing market.
As a result, IBC increased its Simply Brand exports to over 45 countries and the export sales grew by huge margins in a very short space of time.
In 2012 IBC were awarded The Queen’s Award For Enterprise: International Trade for all of their success.
Then in 2013 IBC acquired a new bigger distribution site in Basildon, Essex, further strengthening its operational capabilities by reducing delivery times and improving stock availability.
IBC continues to grow every year but still maintains its renowned customer service and ethos. It is now a family run business and Sheldon tries to mirror this with its employees and customers alike. Whether you are a small independent or a large international chain Sheldon aims to give everyone the same level of service.