Premium ethically focused chocolate brand Fatso gains key Waitrose deal

Ethically-focused Colombian premium chocolate brand Fatso has made a key market breakthrough in gaining its first UK supermarket listing, with Waitrose stores, writes Neill Barston.

As part of the deal, the brand, which has sourced from Luker Chocolate, will be appearing in 250 stores nationwide from this month, as part of the company’s strategy to significantly expand its production operations. 

Moreover, as the company explained to Confectionery Production, the move marks its biggest biggest bricks-and-mortar rollout to date, bringing three of its bestselling 150g bars: Morn’n Glory, Nan’s Stash and Home Run into the premium grocer.

In addition, as our title has covered, there are a growing number of consumers that have valued supporting sustainability-focused businesses and brands within confectionery, snacks, and wider food markets – despite there remaining considerable pressure on many household budgets.

As Fatso added, its retail achievement both reflects its significant growth, and the fact it has retained business over the past three years from over 450 premium independent stores, cafés, and hotels, but its unwavering commitment to exceptional quality chocolate, distinctive brand-identity and values-driven approach to its operation.

Made from the finest, ethically sourced cocoa, it is packed with bold flavour combinations, its trio of flavours is  packed full of flavour. From breakfast-inspired indulgence to biscuit tin throwbacks and salty-sweet heavy hitters, each bar delivers big on texture, flavour, and personality:

This includes Morn’n Glory: Crunchy cornflakes, a hit of orange marmalade and a hint of toast, all drenched in dark chocolate, and Nan’s Stash: A tribute to Nan’s old-school biscuit tin, FATSO’s signature dark chocolate has been loaded with buttery biscuits, peanuts, and chewy toffee. 

Finally, Home Run is a Salted pretzels offering, with crunchy almonds & honeycomb. A sweet-and-salty bar that hits it out of the park.

Ella McKay, co-founder and chocolate disruptor at FATSO believed the Waitrose deal would have a notable impact.

She said: “Over the past year, we’ve been quietly and considerately building towards this moment, not just because launching into Waitrose is a huge milestone for FATSO, but because it represents the kind of partnership we’ve always said matters most to us.

“Our customers care deeply about where their food comes from, how it’s made, and the values behind it, and so do we. Waitrose shares that same commitment to quality, integrity, and genuine flavour, which makes this launch feel less like a ‘next step’ and more like the right step. Moving into this next phase of growth with a partner who understands and champions what we stand for feels incredibly meaningful. It’s a proud moment for our team, but more importantly, it’s a moment we hope resonates with the Waitrose shoppers who love good food, and want chocolate made with real care and full-on personality.”

Ashleigh Shering, confectionery buyer at Waitrose added: “FATSO brings a fresh, bold energy to the chocolate aisle, pairing high quality dark chocolate with flavour combinations that are irresistibly delicious. As we’ve continued to refine and elevate our chocolate offering to deliver more discovery and innovation for our food loving customers, it’s important for us to partner with brands that share our commitment to quality, responsible sourcing, and real flavour. We’re proud to be the first major retailer to launch FATSO nationwide and to offer our customers something distinctive, exclusive, and aligned with the values we know matter.”