FATSO, the female-led dark chocolate brand founded in 2022, has launched into 250 Waitrose stores nationwide. Three of the brand's bestselling 150g bars — Morn'n Glory, Nan's Stash, and Home Run — are now available across the premium grocer's UK estate.
The listing marks FATSO's biggest physical retail move to date. The brand has spent the past three years building distribution through more than 450 independent stores, cafés, and hotels before pursuing grocery retail. Waitrose is the first major supermarket to carry its products.
What's on the shelves
All three bars use ethically sourced Colombian dark chocolate produced through FATSO's partnership with Luker Chocolate, a Colombian cacao supplier. Each combines a 60% dark chocolate base with chunky, textural inclusions:
- Morn'n Glory: Cornflakes, orange marmalade, and toasted bread pieces in dark chocolate.
- Nan's Stash: Buttery biscuits, peanuts, and chewy toffee in dark chocolate.
- Home Run: Salted pretzels, almonds, and honeycomb in dark chocolate.
The bars retail at £5.95 for 150g, positioning FATSO at the upper end of the premium chocolate.
Why it matters
Dark chocolate is the fastest-growing segment in the UK chocolate market, with a projected CAGR of 6.01% through 2031. Consumer demand is shifting toward higher cocoa content, ethical sourcing, and distinctive flavour profiles — all territory FATSO occupies.
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FATSO enters a Waitrose chocolate aisle that already skews premium, but where most dark chocolate options still lean traditional — single-origin bars, high-cocoa-percentage slabs, or truffle-style offerings. FATSO's proposition is different: bold, heavily loaded bars designed to make dark chocolate more accessible.
From indie to national
Ella McKay, co-founder of FATSO, said the Waitrose partnership reflects the brand's approach to growth: "Moving into this next phase of growth with a partner who understands and champions what we stand for feels incredibly meaningful. Waitrose shares that same commitment to quality, integrity, and genuine flavour."
Ashleigh Shering, confectionery buyer at Waitrose, said: "We're proud to be the first major retailer to launch FATSO nationwide and to offer our customers something distinctive, exclusive, and aligned with the values we know matter."
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