Exclusive: Firetree’s festive Tesco premium chocolate offering expands presence

UK-based ethically focused premium chocolate brand Firetree has made considerable strides with its latest single-origin bars being released for the Christmas gifting market in Tesco retail stores, reports Neill Barston.

As the business noted, the key store listing is of particular significance in aiding the growth of the company, which has continued to produce its series in Britain and sources from small volcanic islands around the world from smallholder farmers.

Commenting to Confectionery Production, the company explained that the major deal with Tesco now placed its premium ethical business within the reach of mainstream shoppers – compared against the typical market location for many such higher-end ranges in smaller independent stores.

As Firetree noted, Its complex flavour profiles and minimalist, clean-label credentials cater to a growing consumer appetite for authenticity and mindful indulgence.

Significantly, as the business observed, The UK chocolate market is forecast to reach £16.2 billion by 2030, growing at a CAGR of 5.4% from 2025, with premium chocolate alone expected to generate £2.8 billion by 2029. This growth is driven by rising demand for ethical sourcing, gifting formats, and high-cocoa products, trends that Firetree is well positioned to lead.

Available now in over 500 Tesco stores and online via Tesco Groceries, Firetree’s launch range includes: 70g chocolate bars from Guadalcanal (Solomon Islands, 40% Milk), Malekula Island (Vanuatu, 72% Dark), Mindanao Island (Philippines, 73% Dark), and Sambirano Valley (Madagascar, 84% Dark), each with distinctive taste notes such as caramel, soft lemon, citrus and bold red fruits, RSP £4.25, plus a  seven-bar Tasting Gift Box (£22.00), that has been designed for the gifting market.

Speaking to Confectionery Production, the company noted that its fortunes this year had been particularly strong, despite the market experiencing considerable background tests.

The company said: “2025 has been Firetree’s best year yet thanks both to our new Tesco listing and to our direct-to-consumer sales soaring to new heights. It hasn’t been without its challenges in a year that saw average cocoa prices triple from those of two years ago. Our cocoa sourcing model means that we were already paying above market rates for quality cocoa and so our prices have been somewhat protected, but we’ve still had to work with a doubling of our cocoa costs in the same timeframe.

“We made an early decision to maintain our recipes and avoid shrinkflation which has meant a small price increase to customers this year, but we’ve found them to be highly supportive of our mission. Our Tesco listing has helped to mitigate these cost pressures in other ways as our increased volumes have allowed us to buy other ingredients and packaging more efficiently.

“There are signs that prices in the cocoa market are stabilising but, like many chocolate producers, we expect to have to work with greater volatility going forwards. Our farmers live and grow their crop in parts of the world that are bearing the brunt of the effects of climate change and weather events that were once considered ‘once in a lifetime’ are now becoming ‘once in a decade’ or even more commonplace.