M&S to start selling family-run chocolatier's product after being accused of copying original design

M&S is to start selling a family-run chocolatier's 'matchbox' product - after being accused of copying their original design.

Flo Broughton started her independent 'Choc On Choc' firm around the kitchen table with her dad twenty years ago.

Based in Bath, Somerset has a range of unique products including 'chocolate matchsticks'.

So Flo was stunned when a customer of hers noticed M&S was selling a similar product for February 14th.

She took to social media to accuse the retail giant of making a “strikingly similar” box of their unique chocolate matchsticks.

The Choc on Choc matchsticks features white chocolate matches with red ends with 'perfect match' written on them.

M&S started selling its chocolate matchsticks this year as a present for Valentine's Day.

But the originals were launched by Choc on Choc in 2015.

Flo, who started the artisan chocolate business with her dad Kerr Dunlop, said she was shocked and "frustrated".

She said: “My initial reaction was just frustrating because we're so small.

It was much more galling.

"M&S is such an iconic British business - it just felt like I should say something. To be honest I really didn't expect to be heard.

"It really hit the pit of my stomach this time. And I just felt it wasn't right."

Ms Broughton said it was a customer who spotted the striking similarity between M&S's box of £3 chocolate matchsticks and the company's £8 Perfect Match Chocolate Gift Box, and alerted them to the product.

Flo started her business with her dad straight after graduating from UWE with a Graphic Design degree.

She said: "Choc on Choc stemmed from mine and my dad's creativity, in particular our love of art and chocolate.

"I started when I was 24 - and have never looked back! We began with 12 designs and now have over 200. I love it."

She said she received thousands of supportive messages from customers and other small companies after calling out the retailer on social media.

The posts sparked the attention of M&S, who, after a meeting over the weekend with Choc on Choc, has now committed to selling the Bath-based company’s chocolate matchsticks.

Flo said: “After posting about the copying on social media on Friday and Saturday, M&S contacted me and said they wanted to resolve this.

"On Sunday lunchtime we had a video conferencing call and came to an agreement.

"They were keen to do the right thing and resolve the issue."

An M&S spokesman said: “We take IP (intellectual property) very seriously and when we saw Choc on Choc’s social media posts we immediately got in touch.

“Choc on Choc is a fantastic company producing quality chocolates and we’re delighted to be working with them through our small supplier program going forwards.”

M&S has said it will sell the Choc on Choc matchsticks for Valentine's Day and will also sell its products for Mother's Day and Easter.