Start-up to rival Cadbury (after two-year wait)

The great-granddaughter of Cadbury’s founder is finally set to launch her own chocolate brand, two years after first announcing plans to rival the Kraft subsidiary.

Felicity Loudon has found a buyer for her £30m home after a two-year hunt, meaning cash for the launch of the new chocolate brand is now in place.

“I’m not going high-end [with the launch], which is what everybody thinks I’m doing,” she told the Birmingham Sunday Mercury.

“I want it to be affordable. I want it to be quirky. I want a child to want to buy it. I want it to bring out the child in you. I want to get away from additives. Everything about it, apart from the cocoa bean, has to be British.”