Marks & Spencer has added award‑winning PLAYin CHOC to more than 500 of its Foodhalls across the UK, after identifying the brand’s allergen‑free, organic chocolate as a strong fit for shoppers seeking high‑quality, inclusive treats.

The retailer has listed PLAYin CHOC’s JustChoc Boxes nationwide and introduced the Woodland Animals ToyChoc Boxes into 140 stores, marking one of the brand’s largest mainstream launches to date.

According to PLAYin CHOC, M&S saw a clear opportunity in chocolate that is vegan, organic and free from all 14 major allergens — a combination that aligns with rising consumer interest in clean‑label ingredients, dietary inclusivity and premium snacking.

Made from just three plant‑based ingredients — Peruvian cacao, coconut and vanilla — PLAYin CHOC has built a reputation for delivering smooth, creamy chocolate without dairy or additives. M&S is understood to have been drawn to the brand’s ability to offer a “treat for everyone”, catering to families managing allergies as well as shoppers looking for better‑quality chocolate with simple ingredients.

The ToyChoc Boxes also add a point of difference for the retailer: each box pairs organic chocolate with a 3D cardboard puzzle toy and fact card, tapping into gifting, collectability and child‑friendly experiences. Combined with fully recyclable, plastic‑free packaging, the range supports M&S’s focus on sustainability and joyful, family‑oriented products.

PLAYin CHOC said the partnership represents a “significant milestone”, expanding access to its allergen‑free chocolate through one of the UK’s most trusted retailers. The nationwide rollout positions the brand to reach new audiences at a time when demand for premium, inclusive confectionery continues to grow.