Royal Warrant holding chocolate firm Prestat sold-off in shock pre-pack deal

The premium brand Prestat chocolate group, which inspired Roald Dahl’s Charlie and the Chocolate Factory, has emerged as the subject of a shock ‘pre-pack’ sale to British-based L’artisan du Chocolat, reports Neill Barston.

With a heritage dating back to more than a century, the business had operated a store in Princes Arcade, central London – which will close as part of the purchase, which has been agreed for an undisclosed nominal fee.

As per a report in the Financial Times, up to 100 jobs could be impacted by the sale, with its sister Rococo premium chocolate brand (founded in the early 1980s by Confectionery Production magazine editorial board member, Chantal Coady), was also forced to close the doors of its store in the King’s Road, a move which reportedly avoided the business from immediately falling into administration.

Having started up in the UK over 20 years ago, with production facilities in Kent, L’artisan du Chocolat, is owned by Polus Capital Management, which will assume all entities relating to the historic confectionery group.

Just six months ago Prestat had found itself in receipt of honours at the most recent edition of the World Confectionery Conference, with its recently launched take on Dubai Chocolate, gaining a product of the year accolade, marking what was believed to have been a key year for the company.

Prestat, which recently proudly retained its Royal Warrant for production by King Charles III, established its first store was established in 1902 by French immigrant Antoine Dufour, specialising in truffle that became the company’s signature confectionery – with its heritage believed to have dated back even earlier to the 1890s, when the chocolatier had, according to the company’s own archives, started recruiting for what he hoped would prove a successful business venture.

Its popularity continued to grow, with the brand gaining Royal approval, with the late Queen Elizabeth II, known to be a great fan of its chocolate, with the brand known to have created a specially commissioned Easter egg to her majesty each year.

In addition, a number of stars of screen and stage from the 1950s onwards were known to have been admirers of the luxury chocolate, with writer Roald Dahl among that number, with his visits to its store at a previous location in central London having said to have been the inspiration for his classic novel, Charlie and the Chocolate Factory, which has gone on to gain global fame and several major movie adaptations.

Prestat has just retained its Royal Warrant status with newly issued status from King Charles III. Pic: Prestat

The Prestat company has passed through several hands in recent decades, with its most recent sale being to the Illy Group in 2019, as the business identified an opportunity to expand beyond its core coffee operations. (See our previous exclusive video feature on the company below).

Notably the business, which has manufacturing facilities in West London, put in place a strong cocoa sourcing logistics chain through its related Domori premium chocolate business, which appeared to placed the company on a revived footing, supported by strong central London retail presence, bold packaging and enjoying a notable heritage that had seen it garner celebrity admirers down the decades.

However, as with many confectionery brands around the world, the business had sourced from locations including West Africa, which has seen major volatility in cocoa prices over the past 18 months. With elevated prices, the company reportedly found itself being undercut by rivals offering cheaper alternatives, which placed the company under financial pressure, as consumers’ disposable income levels have weakened in a tight economy in the UK and across many areas of Europe and on a global level.

Confectionery Production has been informed by the company that the management team of Prestat has not been retained by its new owners, and that the company will undergo further rebranding this year. It is understood that production and present recipes will be maintained as they presently exist until a review of the business is conducted.

John Tague, Executive Chairman, L’Artisan du Chocolat, welcomed the acquisition.

He said: “Prestat and Rococo are two of the most respected names in British chocolate.Bringing them together with L’Artisan du Chocolat creates something truly special — a group with unmatched heritage, range, and ambition. We have exciting plans for all three brands in 2026 and beyond.”