Url: https://www.johnlewispartnership.media/news/waitrose/28092022/waitrose-is-the-first-supermarket-to-launch-a-wholefruitchocolate-bar

Waitrose have launched a WholeFruit chocolate bar.

  • Waitrose is the first supermarket to launch a special edition WholeFruit chocolate bar.
  • The new chocolate bar is Fairtrade, made with 100% pure cacaofruit, and boasts lower sugar content.
  • Available in shops and online from 28th September.

Waitrose has launched a new No.1 WholeFruit Chocolate Special Edition Bar, which is made from one single ingredient: 100% pure cacaofruit (the fruit that cocoa beans come from), with absolutely nothing else added to it. The new chocolate bar uses the whole of the fruit, with the exception of the skin to ensure minimal food waste.  

Food waste is one of the most crucial environmental challenges for chocolate production and approximately 70% of cacaofruit grown each year is not consumed. Not only does this chocolate bar prevent food waste, it uses more fruit than traditional chocolate, which in turn supports farmers and their families by increasing farmers' incomes. 

The No.1 WholeFruit Special Edition Bar uses the pulp of the fruit which gives it a bright unique citrus taste. Ideal for enjoying on its own or blended into your next chocolate cake recipe to give it a zesty kick or you could also shave over our Waitrose Alphonso Mango Sorbet for an indulgent finish.

Sarah Breadmore, Chocolate Developer at Waitrose, said,“Our Special Edition No.1 WholeFruit chocolate bar is made from 100% pure cacao fruit, which is the beautiful vibrant fruit that cocoa beans come from, with absolutely nothing else added to it. 

“We love everything that this eco-friendly bar stands for, not only preventing food waste but supporting farmers and their families. With its truly unique flavour and bright fruity taste it can be enjoyed on its own, used for baking or paired alongside some great Waitrose products. Customers can also be confident they’re shopping responsibly when they buy this bar, as just like all of our own brand confectionery the cocoa we use is Fairtrade.”

Jamie Matthewson, Waitrose Head Wine Buyer, recommends pairing it with our No.1 Crusted Port, deliciously rich and fruity to complement the chocolate with enough of a punch to cut through the richness of the bar. 

This special edition bar will only be around for 12 months, so grab it whilst you can. 

Notes to Editors

Waitrose No.1 WholeFruit Chocolate Special Edition Bar £2.85/45g will be available instore and online from 28th September.

All of our own brand confectionery is made using Fairtrade cocoa.

The packaging is fully recyclable.

About the John Lewis Partnership 
The John Lewis Partnership owns and operates two of Britain's best-loved retail brands - John Lewis and Waitrose. Started as a radical experiment over a century ago, the Partnership is now the largest employee-owned business in the UK, with over 80,000 employees who are all Partners in the business. The Partnership is purpose-driven, existing to create a fairer and more sustainable future for our Partners, customers, suppliers and communities. Our Purpose not only inspires our principles, drives our decisions and acts as our guide to be a force for good, it steers us to do things differently and better - all in service of creating a happier world for everyone and everything we touch.


Waitrose & Partners has 331 shops in England, Scotland, Wales and the Channel Islands, including 59 convenience branches, 27 shops at Welcome Break locations, and Waitrose.com - its fast-growing online shopping business, consistently rated highly by independent research. The retailer combines the convenience of a supermarket with the expertise and service of a specialist shop - dedicated to offering quality food that has been responsibly sourced, combined with high standards of customer service. As part of an employee-owned business, all Partners have a say in how the business is run. 

Contact Details:

For more information please contact:
Bianca Snowie - [email protected]