The founder of the company was called William Santus. He was born on July 27th in 1873 and like so many Wiganers of that era, grew up in poverty; one of seven brothers and sisters, with their father working as a shotfirer in the local colliery. The family lived at 73 Platt Lane, Scholes (then known as St. Catherine’s ward.) Little is known of his childhood, except that he left school at fourteen, most probably working on a fruit stall in Wigan Market Hall. He eventually bought his own stall, number 125, selling fruit and vegetables to the Wigan public. He would probably have continued in this line of trade had he not married a local girl named Ellen Seddon; a dressmaker by profession.

It so happened that Ellen's family had some great friends known as the Attys. They were a family of established confectioners and it was most likely they who taught Ellen Seddon the skilful art of making toffee. The sweets started off as a sideline on the corner of his fruit stall, but Ellen must have shown a natural aptitude, because within a few years they were to become William’s exclusive trade. They were married in 1898 at Greenough Street Methodist church (incidentally, the only place in Wigan to be bombed in World War II) and went to live in a little house at 6 Acton Street, Wigan.

By the year 1908 William owned market stalls, not only in Wigan but also at Bolton and St. Helens. The sweets were immensely popular and with business thriving the tiny kitchen in Acton Street was overloaded. Being a shrewd businessman William realised it was time to expand and so the ‘Swinley Confectionery Company’ was born. William and Ellen went into partnership with William’s brother-in-law; a well-known Wiganer charismatically titled J.J. Fortune. He owned some property at 62 Kenyon Road and so, in the shadow of the huge Rylands Cotton Mill, a small domestic factory was built where this new company would produce their mint balls and treacle toffee amongst others. William sold his market stalls in Bolton and St. Helens and all the sweets were destined to be eaten by Wiganers. The toffee was transported from Gidlow to the Market by means of a small truck and a small boy, Eric. The boy attended Wigan Grammar School (along with future Governing Director of the company, Frank Winnard.) He used to get up early and hand wrap all the sweets that he was to deliver. He would then take them down to the market and collect them again at lunchtime. In return he would receive what every schoolboy dreams of, a few bob a week and as many sweets as he could eat. This arrangement lasted for around six years. But once again the demand for toffee forced another move, one that was to last until the present day. In 1919, construction commenced on a new factory. at Dorning Street, off Wallgate. “The firm are to be congratulated” stated the Wigan Observer that year “on their enterprise in embarking on their new development as it will find employment for a considerable number of people.”

The new factory was soon completed at a cost of £2,400 and ‘Swinley Confectionery Company’ underwent another change. Mr Fortune retired from business to become a Justice of the Peace and so the name of the firm was altered to ‘William Santus and Company’. Obviously, production increased and new workers were hired. Mr Santus began an informal policy of only employing staff if they met two criteria. Firstly, they had to know someone who already worked at the factory - and they had to be Methodists. This assured that the working atmosphere was always friendly and happy. He was a good boss; firm but fair and the workers had a healthy respect for his temper!

The 1930's were possibly the most significant years in the history of the company. 1933 saw the official patenting of the Uncle Joe's Mint Balls and in 1937 the company became fully registered. Mr Santus must have decided that they were in a position to advertise their services. He had great faith in his product, and in a letter to his advertising agency, dated 1937 wrote, "Most people would like Uncle Joe's Mint Balls if only they could try them once - this seems to be a proven fact."

So in an advertising campaign of the 1930's he set great store by sampling. Men, women and children were each targeted separately. Free samples were distributed to men queuing in the cold outside football and rugby grounds. Once inside there were more packets for sale and these often enclosed another sample packet containing one mint balls printed with the slogan "Take this one home for the kiddie". Most men would comply with this suggestion and the mint ball would be taken home and presented as a gift.