Waitrose partners with Hotel Chocolat to stock its products

Waitrose Hotel Chocolat partnership
Waitrose will launch the partnership next week in an initial 27 stores
// Waitrose strikes partnership with Hotel Chocolat to sell its products in supermarkets and online
// This marks the first time Waitrose has entered into a deal with a third-party business
// It also marks an extension of Hotel Chocolat’s existing relationship with John Lewis Partnership

Waitrose has signed a new deal with Hotel Chocolat which will see it sell a selection of the confectionary retailer’s products in its supermarket stores and online.

The upmarket grocer will give dedicated branded bays and gondola ends in its stores to Hotel Chocolat – marking the first time that Waitrose has entered into this type of deal with a third-party business.

The spaces will stock 20 of the chocolatier’s products – a curated offer focused on year-round best-selling lines, rather than seasonal ranges.


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This will include some of Hotel Chocolat’s boxed chocolate selections, vegan ranges, alcoholic drinks and its Velvetiser hot chocolate maker.

The same 20 Hotel Chocolat products will also be made available to purchase through the Waitrose website.

Waitrose will launch the partnership next week in an initial 27 stores.

Both retailers are seeking to roll out the partnership to dozens more supermarkets across the UK in the coming years.

The partnership with Waitrose also marks an extension of Hotel Chocolat’s existing relationship with the John Lewis Partnership.

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4 COMMENTS

  1. I think they’ve got to be very careful here.

    Thortons went down the supermarket route and over the years eroded their brand value and became “just another supermarket brand”. They once had the “go to” chocolate stores remember.

    It becomes hard to charge high prices when you are on the same shelf space as many other brands. Over the years that “exclusive” or “gift-worthy” vibe becomes that bit less exciting, then up pops a cool challenger brand.

    Granted, it’s Waitrose. But how long until they expand down the tiers to Sainsburys, and then Tesco…

    • Completely agree! Although personally I have always thought that Thorntons chocolates were a bit overrated. Hotel Chocolat is at least good chocolate worth eating and that’s why they shouldn’t risk tarnishing their brand. It should be a strictly limited sale to simply attract new customers into their stores.

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