Premium chocolate brand Firetree is set to make its festive debut at Tesco this Christmas, marking a significant milestone for the single-origin, bean-to-bar producer.
Firetree’s arrival at one of the UK’s largest grocery retailers puts premium and ethical indulgence firmly within reach of the mainstream shopper. Crafted in the UK from cocoa sourced directly from small farm-holdings on remote volcanic islands around the world, Firetree Chocolate offers a bold alternative to mass-market confectionery.
Its complex flavour profiles and minimalist, clean-label credentials cater to a growing consumer appetite for authenticity and mindful indulgence. 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
- A seven-bar Tasting Gift Box (£22.00), ideal for gifting
- Indulgent Thins formats (150g, £18.00) in milk and dark varieties, offering delicate discs of smooth chocolate with a layered flavour profile
Firetree products contain no additives or flavourings. Many bars in the range are naturally dairy-free, suitable for vegans, and certified Kosher and Halal, making them a thoughtful choice for a wide range of dietary needs.
David Zulman, Managing Director at Firetree Chocolate, says: “Firetree’s Christmas debut at Tesco represents an exciting step in our journey. With interest in premiumisation and clean-label products accelerating across retail, we’re proud to offer consumers our award-winning chocolate that’s as considered as it is delicious. It’s an important milestone for our mission to make high-cocoa, single-estate chocolate more widely accessible.”
* https://www.mordorintelligence.com/industry-reports/uk-chocolate-market
** https://www.grandviewresearch.com/horizon/outlook/premium-chocolate-market/uk
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