Three UK luxury chocolate firms have entered administration or liquidation in 2026, prompting a historic chocolatier to speak out about the industry's struggles. Marasu’s Petit Fours, Prestat, and The Gourmet Chocolate Pizza Co all ceased operations or restructured, citing rising costs and changing consumer habits.
Marasu’s Petit Fours Ceases Trading
Marasu’s Petit Fours, a London-based premium chocolate maker since 1986, announced it had ceased trading. The company supplied high-end retailers including Fortnum & Mason, Selfridges, and Harrods. It was London’s largest producer of upmarket chocolates, producing over 300 tonnes annually from its 25,000-square-foot facility in Park Royal. On February 6, administrators Alessandro Sidoli and Jessica Barker of Xeinadin Corporate Recovery Limited were appointed.
Prestat Enters Pre-Pack Administration
Prestat, one of London’s oldest chocolatiers, entered a pre-pack administration process, closing its iconic London store and transitioning to an online-only model. The move aimed to reduce costs and adapt to a challenging retail environment.
The Gourmet Chocolate Pizza Co Goes into Liquidation
In March, Nottinghamshire-based The Gourmet Chocolate Pizza Co confirmed it had stopped all operations just weeks before Easter, typically a peak season for luxury confectioners. The firm was formally placed into liquidation in April.
Whitakers Highlights Industry Challenges
Yorkshire-based Whitakers Chocolates, in business since 1889, issued a statement addressing the 'perfect storm' facing the industry. The company said: 'Together, these closures and restructurings serve as a stark reminder that even heritage names with decades — or in some cases over a century — of history are not immune to the challenges facing UK manufacturing today.'
Whitakers identified several pressures: 'The rising cost of cocoa, which has seen unprecedented volatility in recent years due to poor harvests, climate change and global supply constraints. … Energy costs remain a major concern. Chocolate production is energy-intensive, requiring consistent temperature control throughout the manufacturing process. Continued fluctuations in energy prices have had a direct impact on production costs and overall profitability.'
Additional costs include packaging, transport, and raw materials, with inflation affecting sugar, dairy, foils, films, and cartons. The statement noted: 'These rising costs are often difficult to pass on fully to customers, particularly in a competitive and price-sensitive retail environment. … With the ongoing cost-of-living pressures, shoppers are becoming more selective with their spending, often reducing purchases of premium or giftable products in favour of more affordable options.'
Whitakers’ Strategy: Quality Over Cost-Cutting
Whitakers said it is handling the crisis by refusing to compromise on quality. The company stated: 'At Whitakers Chocolates, our approach to the current challenges facing the industry is simple, stay true to what we do best and never compromise on quality. … We continue to use cocoa butter rather than palm oil or vegetable fats, ensuring our chocolate maintains its traditional taste, texture and integrity.'
Instead of reformulating recipes, Whitakers focuses on smart product development and efficiency, such as chocolate-covered inclusions like chocolate brazils. The family-run manufacturer with over 135 years of heritage takes a long-term view, prioritising consistency, strong supplier relationships, and careful cost management.
Whitakers concluded: 'Ultimately, our strategy is built around quality, trust and resilience. By staying committed to traditional chocolate-making methods and high-quality ingredients, we continue to offer products that stand out in the market — even in challenging times.'
