M&S teams up with Bath chocolatier after allegations of copying design
Choc on Choc found the retailer made a "strikingly similar" box of chocolate matchsticks
A family-run chocolatier in Bath is now working with Marks & Spencer (M&S) after the chain called them to resolve allegations of copying.
The two companies decided to collaborate after Choc on Choc took to social media over the weekend to accuse M&S of making a "strikingly similar" box of chocolate matchsticks.
M&S launched its Perfect Match box of chocolate matchsticks - with blonde chocolate matchsticks stamped with the phrase - ahead of Valentine's Day.
However, it came to Choc on Choc's attention that the product was quite similar to its own Perfect match item, which the brand has produced since 2015.
The chocolatier uploaded a picture comparing the two chocolate matchboxes on Twitter:
Founder of Choc on Choc Flo Broughton said: "One of our customers first spotted the Perfect Match chocolates in Marks & Spencer earlier this month and alerted us to the similarity of the product.
"It was clear they had copied my design and I was extremely disappointed that a British institution believed this was OK."
Ms Broughton said she received thousands of messages of support from customers and other small companies after calling out M&S on social media.
The posts caught the attention of M&S, who, after consultation over the weekend with Choc on Choc, has now committed to selling the chocolatier's matchsticks.
"After posting about the copying on social media on Friday and Saturday, M&S contacted me and said they wanted to resolve this," Ms Broughton added.
"On Sunday lunchtime we had a video conferencing call and came to an agreement.
"As well as resolving the current situation regarding The Perfect Match product, M&S has also committed to my request to accepting more ideas from small businesses through their small supplier programme."
More choco-collaborations to come
M&S said it will also work with the brand on products around Mother's Day and Easter, besides selling the matchsticks on Valentine's Day.
It comes months after M&S launched a pair of lawsuits against rival Aldi regarding allegations it copied designs for M&S's Colin the Caterpillar cake and light-up Christmas gin designs.
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 programme going forwards."