A new look for York’s Chocolate Story, rooted in the city’s chocolate heritage

Continuum Attractions has made a significant investment in a major transformation of York’s Chocolate Story, refreshing the attraction’s identity, shop and café to create a more engaging experience inspired by the city’s rich chocolate-making history.

York has a remarkable place in the story of chocolate, shaped by pioneering families including the Rowntrees, Terrys, Tukes and Cravens. Bringing their stories to life is at the heart of York’s Chocolate Story and the latest investment builds on this heritage while reimagining how it is presented to guests.

The transformation reflects a simple idea: York has always reinvented chocolate. Now York’s Chocolate Story is reinventing the way that story is told.

Led by us as its operator, the six-figure investment represents the biggest transformation in the attraction’s 14-year history. It has introduced a new visual identity, created in collaboration with LMC Design, alongside a refreshed shop and café, which features a new dedicated hot chocolate bar.

The thinking behind the redesign was to create an identity that feels distinctly York, celebrates the city’s chocolate pioneers and connects its past with the present. Gold lettering, rich burgundy and chocolate-brown tones, cocoa-pod-inspired colours, bespoke illustrations and patterns influenced by York give the attraction a contemporary look while keeping its heritage firmly in focus.

The updated frontage in King’s Square brings the faces of the city’s founding chocolate families into view, making the attraction’s story visible from the street. Inside, the redesigned retail space offers more room to showcase freshly made chocolates and familiar brands with strong connections to York, including KitKat and Terry’s Chocolate Orange.

The new hot chocolate bar adds another dimension to the visitor experience, giving guests a chance to enjoy chocolate in a different way, while the refreshed café and shop create more opportunities to pause, explore and discover.

For Continuum Attractions, the investment is about more than a new look. It is about ensuring York’s Chocolate Story continues to celebrate the people, innovation and creativity that helped make the city famous for chocolate, while giving visitors fresh reasons to engage with that story.

The attraction’s Guided Tours, Chocolate & Gin Tours, Chocolate & Rum Tours and Chocolate Masterclasses remain central to this experience, connecting guests with York’s chocolate-making legacy in memorable and interactive ways.

The refreshed shop and café open on Friday 23rd October, marking an exciting new chapter for York’s Chocolate Story.

Visit its new-look website here.