Retail Gazette Loves: Fortnum & Mason’s new confectionery department

Fortnum & Mason has announced a major relaunch of its confectionery department in its flagship store in London, Piccadilly. The £1.14 million investment means there are now more than 500 different varieties of chocolate in one place.
Fortnum & Masons new confectionery department will debut its new hand-decorated chocolate ganache, pralines and caramels

Here’s something for those who have a sweet tooth – Fortnum & Mason has just unveiled its new and improved confectionery department and it’s probably the closest thing to heaven on earth.

The heritage retailer’s £1.14 million investment means there are now more than 500 different varieties of chocolate in one place, within its flagship Picadilly store in central London.

Fortnum & Mason will also be introducing an exclusive Heinz Baked Beanz flavoured chocolate, a nod to the 1886 Fortnum’s buyer who famously purchased all of Mr Heinz’s tinned goods.

“This is the most extraordinary, joy-giving chocolate destination in all of London,” Fortnum & Mason confectionary buyer Sophie Young said.

The luxury retailer designed the new department with pleasure in mind – by creating colourful displays and sensory and immersive features, such as aroma jars.

“We’re very excited that customers can finally see the new department for themselves and try some of our ground-breaking and exceptional chocolate and confectionery– a constant source of pride for everyone at Fortnum’s,” Young said.

Fortum & Mason also revealed that its new varieties of chocolate are now palm oil-free and have no added sugar, and it will also offer vegan-suitable and alcohol-free varieties.

There will also be daily tastings for the public as well as a chocolate station and even hot chocolate on tap.











Customers will also be able to hand-select from the counter to create bespoke gifts in their own Ultimate Chocolate Box.

Those who purchase anything from the Ultimate Hot Chocolate selection will be encouraged to bring their empty caddies of dark and milk hot chocolate back to the flagship where they can be refilled from the hot chocolate station.

To mark the opening of the confectionery department, Fortnum & Mason is challenging customers to pen their own original short story based a title in its Chocolate Library.

The winner will receive a hamper as well as the entire Fortnum & Masons Chocolate Library Collection – containing 21 different “books”.

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