A BRITISH chocolate brand sold in Aldi, Tesco and Asda has officially entered liquidation after just four years.
The Essex-based company had been in operation since 2022 and prided itself on making “exceptional, everyday treats”, including truffles and milk chocolate orange bars.
Icon Foods appointed liquidators on March 2, according to a report in the London Gazette.
Accountants Crowe UK LLP have been appointed as joint liquidators, following a meeting of creditors of the firm, which has roots in confectionary dating back to 2010,
In a statement posted on the company’s website, Icon Foods said the support of Aldi had helped it become “one of the top confectionary brands in their stores”.
The statement added: “With a passion for crafting exceptional, everyday treats, we knew that while consumers love classic flavours, they also crave accessible price points and sharing opportunities.
“This philosophy, known affectionately in-house as the ‘Icon touch’ makes our products instantly recognisable and irresistibly delicious, delivering taste and quality in every bite.
“Our journey truly gained momentum with our first major partner, Aldi, who saw the potential in our brand as early as 2011.”
Icon Foods products include truffle bars, milk chocolate orange bars and dark chocolate milk truffles.
According to its website, its items are also sold at Iceland, Morrisons Daily, Asda, Home Bargains, Co-op, Tesco and Spar.
Icon Foods Ltd said it prided itself on sustainability and quality.
The statement on its website added: “Our chocolate is made from Fairtrade cocoa and natural ingredients, free from palm oil and harmful additives.”
