M&S accused of copying chocolate design

Marks & Spencer has agreed to partner with a chocolatier based in Bath after its owners accused the retailer of copying its Valentine’s Day product. 

Flo Broughton, co-founder of Choc and Choc, shared her frustration on social media after seeing a similar “Perfect Match” chocolate product stocked in M&S. 

“I love that I am an inspiration to these people, but it’s really frustrating when you’re a small business like I am, and you spend all your time and money building your brand and then these big people come along and steal your ideas,” Broughton said. 

READ MORE: Waitrose and M&S named among British brands supporting the Platinum Jubilee Pageant

Choc and Choc had been selling the “Perfect Match” product since 2015, which consists of two over-sized match sticks made of white Belgian chocolate inside a giant matchbox. 

Broughton posted a side-by-side on M&S and Choc on Choc’s products on Instagram with the caption “the perfect copy”, urging big companies to “positively support UK businesses and designers”. 

M&S has since reached out to Broughton and has agreed to sell Choc on Choc’s “perfect match” chocolates for Mother’s Day. 

The retailer will continue selling their chocolate product this Valentine’s to avoid food waste, but has agreed to hear pitches from small businesses in the future as part of M&S’ Small Supplier Programme. 

“We take IP (intellectual property) very seriously and when we saw Choc on Choc’s social media posts we immediately got in touch,” an M&S spokesperson said. 

The news comes after M&S sued Aldi for copying its “Colin the Caterpillar” cake design last year, and its Christmas gin bottle design in December. 

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