LUXURY AND GIFT PACKAGING tionery


Audrey’s: A heritage brand with a modern finish Founded in 1948, Audrey’s is Sussex’s oldest chocolatier — a brand long cherished by locals and by Fortnum & Mason, where it has supplied chocolates since the 1960s. For decades, its handcrafted fondant creams and traditional assortments have quietly defined a distinctly British style of indulgence. Now, after more than seven decades, the


brand is stepping confidently into a new era. Under the ownership of Alice and Will Crone, who acquired the business in 2024, Audrey’s has undergone a complete transformation that honours its heritage while reimagining its place in the modern luxury landscape. In their first year, the couple refreshed


the brand identity, made the entire range palm oil–free, and switched exclusively to sustainable Valrhona chocolate, known for its exceptional quality and ethical sourcing. The impact has been tangible — online revenue has tripled and shop sales are up 30%, a clear signal that this blend of craft and conscience is resonating with a new generation of chocolate lovers. “Fortnum & Mason has always set the


bar for British luxury, and to have been part of that legacy is something we’re incredibly excited about,” says Alice Crone, Co-Owner of Audrey’s. “As we reintroduce Audrey’s to the world, we want to honour that history while building a future that’s more sustainable, creative, and exciting than ever before.”


Packaging as brand renaissance The brand’s visual refresh, unveiled this year, is central to that ambition. Drawing inspiration from Audrey’s archives, the new packaging reinterprets motifs from its mid-century designs with a cleaner, more contemporary sensibility. The result is elegant and tactile, blending nostalgic references with materials and finishes suited to today’s premium gifting market. While the aesthetic nods to the past, its purpose is thoroughly modern. The


packaging had to capture a story of provenance — Sussex craftsmanship and British heritage — while also reflecting Audrey’s sustainability commitments and premium quality. In an age when luxury consumers are increasingly values-driven, this alignment between design, ethics, and experience is critical. A cornerstone of the relaunch is Audrey’s


new partnership with Valrhona, the French premium chocolate manufacturer celebrated for its traceable, responsibly sourced cocoa. Each of Audrey’s chocolates is now crafted with Valrhona couverture made from beans that are 100% traceable to the farm, sourced through long-term partnerships that average eight years. Valrhona’s B Corporation® status and membership of 1% for the Planet ensure that quality is matched by accountability — a standard that mirrors Audrey’s own principles. This combination of responsible sourcing


and refined presentation places Audrey’s at the heart of what many analysts are calling the rise of “ethical luxury” — indulgence that feels as good as it tastes.


While the brand looks outward with


FORTNUM & MASON HAS ALWAYS SET THE BAR FOR BRITISH LUXURY… WE WANT TO HONOUR THAT HISTORY WHILE BUILDING A FUTURE THAT’S MORE SUSTAINABLE, CREATIVE, AND EXCITING THAN EVER BEFORE


renewed ambition, its soul remains firmly local. The Brighton & Hove shop on Holland Road — a fixture since the 1960s — continues to serve as both production site and storefront. Every chocolate is still handcrafted on-site using time-honoured techniques passed down through generations. “Audrey’s isn’t changing,” says Will Crone,


Co-Owner of Audrey’s. “It’s evolving with care, intention, and a deep respect for everything that’s come before. We believe there’s a real space in the UK luxury food market for a chocolatier that is not only truly handcrafted but also proudly British-made.” That balance — of tradition preserved


and presentation renewed — is precisely what defines success in today’s premium packaging market. Consumers may crave novelty, but they buy into authenticity.


The broader luxury shift Audrey’s revival reflects the broader forces shaping confectionery packaging


OCTOBEY 2 25 • KENNEDY’S CONFECTION • 35 JULR 2025


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