Behind the Brand

Lori Whinn describes herself as an accidental chocolate maker. She did not begin making chocolate until she was 50. At the time, she was running a not-for-profit horse rescue and rehoming centre and knew a number of small chocolate makers. Her plan was to develop a chocolate brand with a range of products made for her by those makers, which she would sell and market, with the profits going to the rescue centre.

Coco Pzazz launched at a fine food show in London, where it immediately landed an order for 7,500 units from a well-known London retailer. It soon became clear, however, that the small makers could not keep pace, and they withdrew. Whinn responded by setting up an emergency mini chocolate factory at home. Teaching themselves to make chocolate, she and her team worked around the clock from their home kitchen to meet the deadline, then hired a van and drove through the night to deliver the order. Ten years on, the operation is far more experienced and works from a rural chocolate factory built for the purpose. There is also a small team in place — and Whinn says she is no longer allowed in her own factory because she is too messy and disruptive. The horses remain part of the family and are funded by the business.

Ten years of growth

Coco Pzazz turns ten this year. The team of eight now supplies hundreds of independent retailers across the UK, and the brand has no plans to appear in supermarkets. Its first appearance at the trade show came in 2022, a last-minute decision that meant a tiny stand. Despite sweltering temperatures, the event went well, introducing the brand to retailers who are now stockists. It returned in 2023.

For Whinn, the biggest pleasure of running the brand is the constant creative challenge of developing flavours and the distinctive artwork that sets Coco Pzazz apart. Creativity and collaboration are at the centre of it. The brand has taken her to events in Japan, Dubai and New York, where the idea of craft chocolate and creative collaboration is well understood. Spotting the bars in attractive retail settings and thinking “we did that” gives the team a real buzz, as do the positive comments at trade shows when visitors see the whole range merchandised together. Inspiration turns up in unlikely places — ingredients, packaging ideas, artwork for future ranges — and switching off is difficult.

Lessons learned

Asked what advice she would give her younger self, Whinn is blunt: it will be tough, and it will cost more and take longer than you ever imagined. Follow your instinct, she says, because you and the people around you are the brand, so be authentic. She also recommends finding a good accountant, keeping on top of the figures and not kidding yourself.

The struggles along the way have included a factory flood, heatwaves, chocolate shortages, machinery breakdowns, Covid, recessions and rocketing prices. Running a craft food brand, she notes, takes real commitment — there are much easier ways of paying the bills.

What is coming next

Two new lines are launching at the show. The first is a collection of handmade truffles in the brand’s distinctive packaging. The second is Coco Crinkles: moreish, ultra-thin chocolate crinkles, sold as boxes of hand-cut chocolate squares flavoured with natural ingredients. Alongside these, the Christmas 2023 range and a preview of Spring 2024 will be on display, together with the year-round range and examples of own-label collaborations.

Whinn’s personal favourite is always the latest product, until another new flavour or design comes along. She is particularly excited about the single origin chocolate and the truffles, and invites visitors to taste them and decide for themselves. The coffee Coco Crinkles — a combination of single origin Arabica chocolate and artisan roasted crunchy coffee — may be her current favourite, though she asks that this be kept quiet.

Why trade shows matter

For Whinn, the shows are a valuable way of catching up with existing customers and meeting new ones. Walking the floor is always enjoyable, whether spotting trends or gathering ideas for future chocolate packaging. Beyond the business side, she values the chance to catch up with fellow craft food producers.

Sustainability and responsibility

The company takes its environmental credentials and corporate responsibility seriously. Although small, it has adopted high standards in these areas. Its packaging has been plastic-free since 2019, it operates a zero-to-landfill policy and its trade deliveries are carbon neutral. It uses sustainably grown, traceable chocolate and supports growers in Ghana and smallholders in Ecuador. It is also working towards B Corp certification.