Independent chocolate brand FATSO has secured its first national supermarket listing, launching three of its bestselling bars exclusively in more than 250 stores operated by Waitrose from 6 April.
The move marks the brand’s largest retail rollout to date, following several years of growth through independent retailers, cafés and hotels. FATSO built its presence through more than 450 premium independent stockists before securing the national listing.
The launch includes three 150g dark chocolate bars: Morn’n Glory, Nan’s Stash and Home Run. Each product combines ethically sourced Colombian dark chocolate, supplied through a partnership with Luker Chocolate, with bold flavour combinations designed to differentiate the brand in the premium confectionery category.
Morn’n Glory features cornflakes, orange marmalade and toasted notes; Nan’s Stash combines biscuit pieces, peanuts and toffee; while Home Run blends salted pretzels, almonds and honeycomb.
Ella McKay, co-founder of FATSO, said the partnership represented a significant milestone for the brand. “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.”
She added that Waitrose shares the brand’s commitment to quality, responsible sourcing and flavour, making the collaboration a natural fit for its next phase of growth.
Ashleigh Shering, confectionery buyer at Waitrose, said: “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.”
Shering added that the retailer was pleased to be the first major supermarket to launch the brand nationwide and offer shoppers a distinctive addition to the chocolate category.
