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Entrepreneurial chocolatiers Jo Fairley, Craig Sams, James Averdieck & Angus Thirlwell - are all enjoying success with their luxury chocolate brands

26th January 2010

Cadbury may have sold out to the giant corporation Kraft, but small niche, high-end chocolate businesses are also doing exceptionally well.

Craig Sams and Jo Fairley, the founders of the extraordinarily successful brand Green & Black sold to Cadbury some time ago and this week saw another sale - Gu Puds to Noble Foods.  Founder James Averdieck will remain on the board as Managing Director.  The entrepreneur's ambition is to take the luxury puds into the North of England and the Midlands.  At present, it is predominently in the South.  

Angus Thirlwell and co-founder Peter Harris have created a luxury brand in Hotel Chocolat with sales of over £55m per year.  “Cadbury was very successful in defining what British chocolate stood for over centuries, and it created a new approach to chocolate making. But its creativity and pioneering spirit dried up after the 1970s and it became much more about cost engineering and price.” said James. “We are trying to do what Cadbury did in the early days and create a new wave of British chocolate.”



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