Unseen archives from Bendicks have revealed how Britain's relationship with chocolate has evolved over 96 years, from wartime sugar exchanges to elaborate handmade gift boxes.
The newly released documents offer a glimpse into the nation's connection with the brand since its founding in London by Oscar Benson and Colonel 'Bertie' Dickson in 1930. The recipe for its iconic Bittermints has remained unchanged since 1931.
Royal Warrant and Wartime Advertising
Bendicks was granted a Royal Warrant by Queen Elizabeth II in 1962, renewed by King Charles III in 2024. The archive contains advertisements, packaging and promotional materials spanning different eras, from wartime Britain to austerity.
One highlight is a Second World War advert telling customers “No coupons required if sugar exchanged”, offering 2lbs of chocolate in return for a 1lb packet of sugar. The same leaflet advertised Sporting & Military Chocolate as an energy food for activities including hunting, mountaineering and field days, with pocket-sized packets available.
From Austerity to Gift-Giving
As Britain moved beyond wartime scarcity, the archives show the growing importance of gifts, hospitality and occasion. Presentation became as much a part of the package as the chocolates themselves, with one leaflet introducing Bendick's Galaxy of Lovely Gift Boxes featuring ornate, handmade designs intended as keepsakes.
Another archive piece refers to “the modern vogue for keeping chocolates always at hand”, with decorative containers that could be refilled to offer to guests or “hide one's private indulgence”.
Enduring Appeal of Chocolate
Martin, who has worked with Bendicks for over 25 years, recalled the craftsmanship in the factory: “There was a real sense of craftsmanship in the factory. I remember the circular chocolate gift boxes were all made by hand and were very much something you would buy for a special occasion.”
He added: “There are little things about the factory that have always stayed with me too - particularly the smell. As soon as you opened the door, you could smell the Bittermints being made. The mint was so strong that the mint products even had their own separate area.”
Martin noted that chocolate has a place in many occasions because of the emotion attached to it: “It might be something you give to someone, something you have with other people or just something you reach for yourself. That's part of the appeal - there aren't really any rules around it. You can have one chocolate or find yourself popping back into the kitchen for five. It's such a simple thing, but it has this ability to bring a little bit of happiness to an otherwise ordinary moment.”
New research by Storck, Bendicks' owner, confirms that the reasons people reach for chocolate remain much the same as when the company was founded. The survey found that 46% buy chocolate boxes as gifts, 38% purchase them to share, and around 16% buy them to enjoy by themselves.
