From Childhood Inspiration to a Chocolate Empire

Thirlwell’s love affair with chocolate began early. Growing up, his father co-founded the Mr. Whippy ice cream company, exposing him to the world of sweet treats firsthand. This influence, coupled with childhood spent in the West Indies, fueled a lifelong fascination with cocoa.

In 2004, this passion materialized into Hotel Chocolat, co-founded with Peter Harris. Their vision was simple: create widely accessible, ethically sourced chocolate that tantalized taste buds. The name itself reflects their philosophy, inspired by a luxurious hotel on their Saint Lucian cocoa estate, overlooking a breathtaking UNESCO World Heritage Site.

Beyond Delicious: A Focus on Sustainability

Hotel Chocolat isn’t just about crafting divine chocolate. Thirlwell is deeply committed to ethical sourcing and sustainable practices. This commitment is evident in their “Gentle Farming” program, which incentivizes farmers to plant shade trees and create biodiverse ecosystems around their cocoa crops. This not only benefits the environment, but also improves the quality and sustainability of the cocoa itself.

A Willy Wonka for the Customer

Thirlwell’s dedication extends beyond the cocoa bean. He actively fosters a connection with his customers. Hotel Chocolat’s Tasting Club allows chocolate enthusiasts to directly influence product development. This two-way street ensures the brand stays innovative and caters to the evolving palates of its loyal following.

Thirlwell embodies the spirit of Willy Wonka in his dedication to creating a delightful customer experience. Hotel Chocolat boutiques are more than just stores; they’re immersive sensory journeys. The atmosphere is designed to transport customers to a world of pure chocolate indulgence, complete with tastings and workshops.

From Boardroom to “Inventing Room”

Thirlwell isn’t just a leader, he’s an active participant in the creative process. He’s a regular in the company’s “inventing room,” the development kitchen where new chocolate masterpieces are born. Here, his keen palate and unwavering passion for quality ensure every single recipe meets his high standards.

A Sweet Success Story

Under Thirlwell’s leadership, Hotel Chocolat has seen remarkable growth. In 2022, Mars acquired the company for a staggering £534 million, a testament to the brand’s success and Thirlwell’s vision. This acquisition allows Hotel Chocolat to leverage Mars’ global reach while maintaining its core values of quality and sustainability.

A Visionary for the Future of Chocolate

Thirlwell isn’t resting on his laurels. He continues to push the boundaries of the chocolate industry. His focus on ethical sourcing and environmental responsibility paves the way for a more sustainable future for chocolate production.