About

Nobody knows who started it.

Somewhere along the line, people of Britain decided an iced bun was called a sticky willie. Generations have handed it down with a completely straight face. No origin. No explanation. No shame. It was nearly forgotten, but not by us.

The OG Sticky Willie: an iced bun with thick white glaze dripping down the sides, on a branded plate

We're not just bringing back this iconic indulgence, we're giving it to you in a whole host of new flavours dug up from our memory banks.

Three Sticky Willies flavours on branded plates: lemon meringue in the middle, banana split and coke float either side

We're still fitting out our first location in Rye, East Sussex, where you can taste for yourself. Keep your eyes peeled on our Insta for updates. Until then our merch is all you can get…

A sticky willie has been a quiet cultural icon... until now. Once you've worn one on your chops, wear it on your bod. We've designed garms that we want to wear, proudly carrying the name for all to see and double take with a 'WTF?!' stare :P

Three people in Sticky Willies tees eating iced buns in a black and white tiled room

No apologies. No explaining ourselves. No polite version of the menu.

100% sticky. IYKYK.