Angus Thirlwell: ‘Forget the caterpillars – retail needs collaboration, not conflict’

‘Have they been made by Hotel Chocolat?’ was the most common question. 

While touched by our customers watching our back, I became increasingly anxious about the confusion this was causing and the damage to our brand when that perception led to disappointment after the first bite.

‘Slabgate’ blew up very quickly once journalists spotted the social exchanges. Hotel Chocolat offered a ‘slab amnesty’, allowing disappointed buyers of the imposter slab to swap it free of charge for the real thing by popping into one of our stores. 

I had hand-drawn the curvy outline of the slab at the very beginning of our business journey and it was a protected design mark, so this mattered.

But it felt crazy to be having this public fight when we admired the values of the John Lewis Partnership. My offer to meet with the Waitrose chief executive and have a chat over a cup of hot chocolate was accepted.

We settled the matter. Two humans talking about values and then how to resolve the matter in the most elegant way possible under the circumstances. 

The outpouring of relief from customers of both brands made me feel a bit emotional. “You two should negotiate Brexit” made us laugh. 

Underlying this was the fact that many customers were shopping with both businesses and they felt uncomfortable with brands they loved having a public spat. They wanted it sorted, respectfully, quickly and with kindness.

Today, more than ever, after the shouty divisions of Brexit and then the impact of the Covid-19 pandemic, we all want more tolerance and a more humanised approach to discussing differences of opinion. It’s up to brands to help take a lead on this and play their part in settling the mood.

“My experience has taught me that now, more than ever, retailers should be seeking out collaboration rather than conflict” 

Angus Thirlwell, Hotel Chocolat

There are two big reasons why my memories of ‘slabgate’ have bubbled to the surface again. First is the ongoing legal battle over grocery retailers’ caterpillar cakes, which has gone on for far too long.

The humour potential has come and gone and now it looks like what it is: a bit ugly and a bit irritating when bigger issues face us all.

The second? That our conversations with Waitrose to resolve ‘slabgate’ made us realise we should be working together, not against each other.

This week, Waitrose is launching branded, dedicated Hotel Chocolat spaces in an initial 27 of its supermarkets. We will be working together, for the mutual benefit of both brands, rather than fighting over a product. 

Like many creatively driven businesses who employ designers, engineers and artists and invest in originality, protecting what identifies your brand is more than an option. It’s existential.

But achieving this with more imagination than just lobbing it over to a litigation firm is worth trying for. Of course, that has to be the final recourse, but my experience has taught me that now, more than ever, retailers should be seeking out collaboration rather than conflict. 

I’ve learned that customers of brands want to see it happen. Long-term brand strength depends on it. Be brave, be kind.