Montezuma’s 25th Anniversary: Oxford’s chocolate oasis with a story as rich as its truffles

Celebrating Montezuma’s 25th Anniversary

There are places in Oxford that you pass so often that they become part of the scenery. For me, Montezuma’s — tucked neatly beside the Carfax Tower, that famous marker of Oxford’s city centre — was one of those places. I must have hurried past its colourful shopfront a thousand times in the past decade. Always on my way somewhere. Always with something else to do. And yet, I had never stepped inside.

That changed recently as I was invited to an exclusive after-hours event to celebrate Montezuma’s 25th anniversary. Finally crossing the threshold, I discovered not only a shop brimming with chocolate but also a story spanning continents, careers, and decades — a story that, much like their truffles, is layered, surprising, and deeply satisfying.

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First impressions

Montezuma’s doesn’t feel like the sort of place where you grab a bar of chocolate on the way home. It feels purposeful. From the moment you step inside, the riot of colours — bold wrappers, playful designs, truffle displays — pulls you in. It’s not about being flashy, but about personality. Compared to the monochrome of supermarket “luxury” brands, Montezuma’s makes you smile before you’ve even tasted a thing.

And then there’s the chocolate itself.

I’ll admit, I’m not much of a chocolate connoisseur, but the quality here is undeniable — and one standout for me was the Neapolitan Ice Cream Milk & White Chocolate Strawberry Truffle, it tasted like summer in a mouthful — nostalgic, light, and moreish in a way that caught me by surprise. And that’s the thing about Montezuma’s: it takes chocolate beyond a treat and makes it an experience.

Chocolate with a conscience

What makes Montezuma’s stand apart is not only the flavour, but the thoughtfulness behind it. From the very beginning, the company has been anchored by a philosophy it calls “Trading Fairly.” Long before major corporations scrambled to clean up their supply chains in response to consumer pressure, Montezuma’s had already committed to sourcing cocoa responsibly, building relationships with cooperatives, and avoiding regions plagued by unethical practices, such as child labour or unfair pay.

Every ingredient is carefully chosen to meet the highest standards. The cocoa is ethically grown and certified through organisations such as the Rainforest Alliance, UTZ, the Soil Association, and Cocoa Horizons. The packaging? 100% recyclable, biodegradable, or compostable. Even the factory runs on renewable energy, proof that sustainability isn’t an afterthought but woven into the DNA of the business.

This ethos has always been central to Montezuma’s identity. The brand was never trying to catch up with ethical trends; it was already there, setting the pace.

From corporate to chocolate

The story of how Montezuma’s came to be has already passed into chocolate folklore. Helen and Simon Pattinson were both lawyers, building respectable careers in the City of London. But the corporate grind wasn’t for them. In 1999, they swapped their suits for backpacks and embarked on a year-long trip to South America.

It was there, in San Carlos de Bariloche in Argentina — a town almost entirely devoted to chocolate — that they stumbled upon an idea. Surrounded by small shops and rich traditions, they discovered a new passion. Camping on a cocoa plantation and sampling local creations, they began to dream: what if they brought this spirit of chocolate adventure back to Britain?

By 2000, they had.

Their first shop opened in Brighton, after months of preparation, teething problems, and one memorable opening day powered by trays of free chocolate samples. Their very first sale? £6.45 for a jar of chocolate pebbles. Today, 25 years later, I wonder if that first customer has any idea how much history was contained in their small purchase.

What’s in a name?

Naming the business wasn’t straightforward. Ideas like Cocoa Tree and Planet Cocoa were considered but abandoned. Too bland, too safe. Eventually, they settled on Montezuma’s — a nod both to the Aztec emperor famed for drinking goblets of chocolate each day and to their own sense of adventure. Of course, there was a risk of the term “Montezuma’s Revenge” (a euphemism for an upset stomach) putting off older customers.

Instead of shying away, the Pattinsons leaned in. They created a truffle of the same name — rich dark chocolate with chilli, tequila, and lime — designed to challenge palates and make a playful statement. To this day, it remains one of Montezuma’s signature creations, with not a single reported upset stomach.

That combination of boldness and humour became a hallmark of the brand. Flavours such as chilli and lime, dark chocolate with orange and geranium, and 100% cocoa bars were never just novelties. They were experiments in stretching what chocolate could be.

Growing pains and growing up

Like any young company, Montezuma’s had its share of challenges. Their original supplier went bust before their Brighton shop even launched — a disaster that forced them to make chocolate themselves. In hindsight, it was a blessing, giving them complete control over quality and freedom to innovate.

By 2018, Montezuma’s had grown into a company employing more than 130 staff, with five shops, a subscription club, and a reputation as one of Britain’s most innovative chocolate makers. A majority stake was sold to Inverleith LLP, enabling further expansion and giving the brand more reach in supermarkets and abroad.

But growth came with new risks. Brexit made recruitment harder. Scaling up required tough choices. For many founders, this might have been the natural point to step away. Yet the Pattinsons remained a constant presence, steering the business with warmth and wit.

Then came the next chapter: Paramount Retail Group’s acquisition in 2022. With its portfolio of confectionery brands, Paramount brought renewed investment and ambition — and crucially, invited Helen and Simon back to the helm. It was, in some ways, a homecoming. The brand that had grown from their kitchen table was once again under their stewardship.

Oxford’s little chocolate oasis

Which brings me back to Oxford, Carfax, and the little shop I finally stepped into.

On the surface, Montezuma’s is a premium chocolate retailer, with shelves of truffles, buttons, and bars ready to tempt passing shoppers. But the longer you linger, the more it feels like something else entirely. An oasis. A calm corner in the middle of the city’s chaos, where you’re invited to slow down, taste something extraordinary, and perhaps hear a story or two about the people and places behind each bite.

There’s also the sense of fun that has always defined Montezuma’s. A willingness not to take themselves too seriously, even while maintaining impeccable standards. After all, this is a company that once accidentally released a bar in Waitrose with a misprinted label that read Dark Chocolate with Coc. Rather than a catastrophe, it became another story in the Montezuma’s folklore.

Looking ahead: the next 25 years

As Montezuma’s marks its 25th anniversary in 2025, it feels both like a legacy brand and a company still brimming with fresh ideas. Its products are found everywhere from farm shops to Selfridges to Amazon, yet the values remain unchanged: ethical sourcing, sustainable packaging, and bold, joyful flavours.

What excites me most is how Montezuma’s continues to straddle two worlds. On one hand, it is undeniably premium chocolate for gifting, for savouring, for moments when only the best will do. On the other hand, it’s deeply accessible. The price point remains within reach, the tone is friendly rather than exclusive, and the products cater to vegans, the health-conscious, and the simply curious alike.

That balance — quality with inclusivity, innovation with responsibility — might just be the secret to its longevity.

A final word

If you’ve ever hurried across Carfax and dismissed Montezuma’s as just another shop, I urge you to stop and step inside. Take a moment in that chocolate-scented calm. Ask about the flavours. Try a truffle or two.

Because Montezuma’s is not just about chocolate. It’s about adventure, ethics, humour, and heart — wrapped in something utterly delicious. And 25 years on, it shows no signs of losing its flavour.

PS: If a visit to the store isn’t possible, Montezuma’s delicious range is available online through Amazon — bringing Montezuma’s 25th anniversary celebration straight to your doorstep.