York’s Chocolate Story case study

The Rebranding Initiative

When Erica Lee joined Continuum Attractions as Group Retail Manager in 2013, she became a key player in a partnership we were already proud to be a part of. We had already established a strong relationship with York’s Chocolate Story as their trusted chocolate supplier. Our commitment to responsive service, high-quality products, and responsibly sourced raw materials had set a solid foundation for this collaboration.

As York’s Chocolate Story embarked on its rebranding journey, our private labelling services became an invaluable asset. We worked closely with Erica and her team to develop a delightful range of flavours that resonated with their diverse audience, from young children and families to international tourists and more mature visitors. The transition to the newly designed packaging, created by a talented local agency, was seamless, ensuring that the updated branding was effectively reflected across all products.

The impact of this rebranding has been significant. Our expanded flavour offerings, including seasonal collections, have been well-received by York’s Chocolate Story’s broad customer base. The creative bundling of these flavours, particularly the popular 4-bar ‘Classic Tasting Bundle,’ has contributed to a noticeable uplift in sales. Additionally, the introduction of these products at other Continuum Attractions sites, such as the Coronation Street Experience and Emmerdale Village Tour, has further extended their reach and success.

Pre-ordering and Stocking Labelling

As part of our private labelling service, our team hand-wraps each chocolate bar on-site at our York-based factory, carefully managing the stock of branded packaging for all our trade partners.

When York’s Chocolate Story decided to rebrand, we recognised the importance of precise coordination. We diligently monitored the existing inventory of their branded packaging and maintained open, transparent communication with Erica’s team regarding stock levels. Regular discussions helped us decide whether to reorder the current packaging from York’s Chocolate Story’s local print and design agency or to wait for the launch of the new rebranded materials. This meticulous planning not only prevented financial setbacks for both parties but also ensured consistent product availability throughout the transition.

A long-standing relationship that continues to deliver

“Sometimes you come across suppliers and you ask them where their cocoa is sourced from, and their response is ‘let me check that for you’. That’s never been the case with Choc Affair. Not only does Linda and her team have a long-standing relationship with their supplier, but they also have a deep understanding of the supply chain. That’s so valuable as a Buyer, and it’s great to know that we’re offering really positive products to our guests.”
Erica Lee, Group Retail Buyer

Our team at Choc Affair invited Erica to join us on a familiarisation trip to meet our sole supplier, Luker, in Colombia. During her visit, Erica saw first-hand where the cocoa beans are grown and gained a deep understanding of the sourcing process behind Choc Affair chocolate. We are 100% committed to responsible sourcing and supporting the local communities that produce our cocoa beans. By sharing this unique experience with our customers, we hope to convey the passion and dedication that goes into every product we create.