Audrey’s Chocolates unveils brand refresh after 77 years, blending tradition with modern tastes

Hove-based confectioner Audrey’s Chocolates has announced a brand refresh as it marks over seven decades of chocolate-making. The company, founded in 1948, has unveiled a new chapter in its history, aimed at preserving its traditional methods while evolving to meet contemporary tastes.

The announcement was made this week from Audrey’s five-storey townhouse on Holland Road, where more than 7,000 chocolates are handmade daily. The relaunch includes a refined brand identity and a renewed focus on craftsmanship.

Audrey’s has been a fixture in the Sussex chocolate scene since master chocolatier William Pain produced the company’s first confections in the post-war era. Despite the brand update, the business remains committed to its original ethos of handcrafting chocolates using traditional techniques.

2025 also marks a decision to transition to Valrhona chocolate, which partners directly with farmers, prioritising sustainable agroecology and enhancing community livelihoods. A certified B Corporation, Valrhona is committed to reducing environmental impact and improving cocoa-growing communities worldwide. 

For the production of their chocolate, all palm oil free, Audrey’s relies on high-quality cocoa butter and methods that deliver rich flavour and a perfect melt, without compromising on ethics or quality. The sugar is coming from British farms, and the morello cherries are Kent-grown.

Managing Director Will Crone said: “We’re building on 77 years of tradition with the same dedication to handcrafted product, with a renewed focus on sharing the magic of Audrey’s for the next generation.”

The new direction entails both a visual rebranding and the introduction of updated flavours, such as rose-infused fondant creams and white chocolate and raspberry thins. 

Creative Director Alice Crone added: “For me, Audrey’s is about people — the ones who make our chocolates, and the ones who’ve bought and loved these same recipes for generations. That loyalty and love guided every part of how we reimagined Audrey’s for today.”

The company, which remains independently owned, has emphasised that the relaunch is not a departure from its heritage, but rather an evolution. The business continues to operate from its original Hove premises, where visitors can see the chocolate-making process in action.

Food Desk

For further information and shop orders, visit Audrey’s Chocolates website here.