Fudge firm thrilled with Selfridges tie-up

The tie-up follows a whirlwind couple of years for Fudge Kitchen, which until 2008 only produced fresh fudge in its eight nationwide stores, which are now all based in historic towns.

After lengthy new product development work to create a product with longer shelf-life for sale by other retailers, md Sian Holt launched Fudge Kitchen’s gourmet butter fudge range in 2011.

It has since been stocked by Selfridges, Lakeland, John Lewis and scores of high-end delicatessens, while the company has gone on to launch around 40 different stock-keeping units, as well as drinking fudge, fudge sauces and fudge dipped in chocolate.

‘Crucial’​

Holt said it was crucial that any own-label deal was right for the brand image.

“We are very picky about who we do own-label with,​” she said. “The great thing about Selfridges is that they quote us on the packaging, so it says: ‘Made for Selfridges by Fudge Kitchen’, which gives us some kudos.”​

Holt revealed she had turned away other own-label approaches because not everyone appreciated Fudge Kitchen was focused at the premium end of the market.

“I wouldn't be interested in own-label where it is traditional volume; we are in the​ [high] value business here. Obviously we want to be doing volume on our terms but this is not churned out fudge. We do get quite a lot of requests for that and I have to tell them that they can't afford us, because they are not that interested in the product and they will find much cheaper fudge elsewhere.​

‘Aren't looking for best quality’​

“Most own-label products aren't looking for the best quality products so most of the approaches we get are non-starters.”​

Under the deal with Selfridges, Fudge Kitchen will provide a British puddings-inspired range, its own bespoke flavour, which is a mix of vanilla and caramel, and a range of decorated fudge bars a new development for the company.

“It’s hard to put an exact figure on volumes at this stage because they will want to see how things go, but the own-label fudge will be bigger volume than the branded,”​ revealed Holt.

Fudge Kitchen moved into a new factory in Aylesham in April and Holt is predicting “40% to 60% turnover growth”​ in each of the next two years.