What Laura Secord does

Laura Secord is a privately held Canadian confectionery business founded in 1913 and operated by 9397-8914 Québec Inc., a Quebec-incorporated corporation headquartered at 550 Godin Ave, Quebec City. The company manufactures and sells premium chocolates, candies, ice cream, Quebec-sourced maple products, pantry items (spreads, jams), hot chocolate mixes, and seasonal novelties, and is self-described as Canada's largest and best known chocolatier. Its product portfolio spans chocolate bars (milk, dark, white, maple, hazelnut, almond variants), signature assortment boxes (Juliette, Praline Collections, Holiday/Easter assortments), hard-pack ice cream in 15 flavors, novelty figures, and themed holiday packaging, with hundreds of SKUs catalogued across more than 20 paginated storefront pages.

The company distributes through a combination of physical retail stores (concentrated in Ontario and Québec) and its own BigCommerce-hosted e-commerce storefront at laurasecond.ca, which ships to all Canadian provinces and territories and operates bilingually in English and French. Supporting infrastructure includes a gift card program redeemable across both online and in-store channels, multi-buy promotions (e.g., 2 for $24, 3 for $6.50, 12 for $8), free shipping on orders over $100, and product attribute filters for Gluten Free, Kosher, Peanut Free, No Added Sugar, Made in Canada, and Made in Quebec. Customer service is reachable by phone (+1 800 268-6353) and email.

Laura Secord's revenue model is consumer-direct unit-priced retail product sales supplemented by gift cards. Pricing spans from under $1 for individual candies (e.g., $0.75 for a Butterscotch Kiddy Pop) to $78.99 for premium gift sets (e.g., Santa's Sleigh II Gift Set), with recurring promotional campaigns such as a 25%-off Black Friday code. Customers are Canadian retail consumers across all provinces, segmented primarily into general gift/indulgence buyers, seasonal occasion shoppers (Easter, Valentine's, Halloween, Christmas), home bakers using the recipes content hub, and maple product enthusiasts. Brand heritage (since 1913), proprietary recipes, Made-in-Quebec/Canada origin positioning, and a structured seasonal retail calendar constitute the core value proposition. No funding events, M&A, public-trading status, or AI/ML capabilities are disclosed.

Name

Laura Secord

Legal name

9397-8914 Québec Inc.

Website

https://www.laurasecord.ca/en/

Company type

Private

Founded year

1913

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Laura Secord is a privately held Canadian chocolatier founded in 1913, selling premium chocolates, candies, ice cream, and Quebec maple products through physical retail stores and a national BigCommerce e-commerce storefront to Canadian retail consumers across all provinces.

Ownership category

akta.pro rank

Product category

Premium Chocolate Confectionery

NAICS

Confectionery and Nut Retailers (445292), Confectionery Manufacturing from Purchased Chocolate (311352), All Other Specialty Food Retailers (445298)

SIC

Food And Kindred Products (2000), Retail-Food Stores (5400), Ice Cream & Frozen Desserts (2024)

akta.pro primary industry

Chocolate & Confectionery Shops (THAFAGAD)

Keywords

• Premium chocolates
• Chocolate confectionery
• Ice cream products
• Maple products
• Seasonal gift collections

Headquarters

HQ city

Mississauga

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail product sales: Direct sales of chocolates, candies, maple products, ice cream, and seasonal novelties through the company website and brick-and-mortar retail stores. Prices per unit range from a few dollars for individual candies (e.g., $0.75 for Butterscotch Kiddy Pop) to higher-priced gift boxes and pails (e.g., $78.99 for Santa's Sleigh II Gift Set).
2. Gift cards: Sells gift cards through the website, enabling recipients to redeem at retail stores or online.
3. Ice cream sales: Premium hard-pack ice cream in classic flavours (Maple Taffy, Strawberry, Salted Caramel & Chocolate Fusion, Bordeaux Cherries, Crunchy Chocolate Chip, Triple Chocolate Truffle, French & Frosted Mint, Pralines & Cream Dream, Chocolate Chip Cookie Dough, Super Kid, Old Fashioned Vanilla, Laura's Chocolate, French Crisp, Rum & Raisins) sold in take-away containers or party tubs via retail stores.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Laura Secord manufactures and retails premium Canadian chocolates, candies, maple products, ice cream, and seasonal novelty gift assortments under the Laura Secord brand. The company sells its products through a network of physical retail stores concentrated in Ontario and Quebec and through a BigCommerce-powered bilingual (English/French) e-commerce storefront that ships across all Canadian provinces and territories. Revenue is supplemented by gift cards (redeemable online and in-store) and supported by a recipe content section that drives engagement with the chocolate, spread, and maple product ranges.

Product overview

Laura Secord operates a single unified retail product portfolio spanning artisanal chocolate, candy, ice cream, maple, and pantry categories rather than a software-style platform-plus-modules architecture. The offering is anchored by core chocolate bars (milk, dark, white, maple), Boxes to Share assortments such as Juliette Assortment and Praline Collections, the Laura Secord Classic Ice Cream range (15 flavors), maple products (syrup, butter, soft/hard sugar candies), pantry items (Hazelnut Spread, jams), Hot Chocolate Mixes (Original, Caramel, Mint, French Vanilla), and an extensive Novelties line. These products are recombined into recurring Seasonal Collections (Holidays, Easter, Spring-Summer, Fall-Halloween, Valentine's Day) along with newer SKUs such as the Popping Pearls Drink Kits (Passion Fruit, Mango, Lemon). Supporting the retail range is a Laura Secord Recipes content section that demonstrates use of the company's chocolate, maple, and spread products.

Differentiator

Problem solved

Functional benefit

Products and services

• Laura Secord Chocolate Bars Bars in milk, dark (50%, 70% with cocoa nibs or fleur de sel), white, maple, toffee crunch, hazelnut, and almond variants, ranging from 40 g to 300 g sizes, sold to individual Canadian consumers.
• Boxes to Share (Assortments) Pre-packed assortment and gift boxes such as Juliette Assortment, Praline Collection, Holiday Praline Collection, Easter Praline Collection, and assorted chocolate gift boxes intended for sharing and gifting.
• Laura Secord Candy Loose candies including Kiddy Pops (butterscotch, cherry, orange, lemon, lime, grape), Gourmet Candies (mixed fruits, wild berry, caramel), and fruit slices.
• Maple Products Quebec-sourced maple-based offerings including pure maple syrup (100 ml), pure maple butter (165 g), soft maple sugar fondants (63 g), maple hard candies (bulk and pouch), and maple taffy.
• Novelties Seasonal and themed novelty chocolates including hollow figures (Santa, bunny, lamb, unicorn, apple, champagne bottle), Halloween signature boxes, Easter figures, plush-and-chocolate sets, and holiday gift pails/lootbags.
• Laura Secord Nuts Chocolate-covered and roasted nuts such as milk chocolate covered almonds (200 g) and maple-roasted nut assortments.
• Pantry Pantry staples including Hazelnut Spread (600 g), Milk Chocolate Spread (600 g), chocolate hazelnut spread, jam assortment, and strawberry jam.
• Laura Secord Classic Ice Cream Hard-pack ice cream lineup of 15 flavors including Old Fashioned Vanilla, Laura's Chocolate, Super Kid, Chocolate Chip Cookie Dough, Pralines & Cream Dream, French & Frosted Mint, Triple Chocolate Truffle, Crunchy Chocolate Chip, Bordeaux Cherries, Salted Caramel & Chocolate Fusion, Strawberry, French Crisp, Rum & Raisins, and Maple Taffy.
• Hot Chocolate Mixes 3D Hot Chocolate Mix cubes in Caramel, Original, Mint, and French Vanilla, plus Hot Chocolate Mix Collection (124 g), Holiday Collection of Hot Chocolate Mixes (224 g), Creamy Hot Chocolate (300 g), Mint Hot Chocolate (300 g), and Super Hero Hot Chocolate Pack.
• Seasonal Collections Seasonal gift collections organized by occasion: Holidays, Easter, Valentine's Day, Fall-Halloween, and Spring-Summer, recombining the core assortment into themed packaging and novelty formats.
• Popping Pearls Drink Kits Popping pearls drink kits in Passion Fruit, Mango, and Lemon flavors, listed as new featured products on the homepage.
• Laura Secord Gift Cards Gift cards purchased online and redeemable both at physical Laura Secord stores and at the laurasecord.ca e-commerce storefront.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered minor and core.

• IndeedminorGTM or Marketing PartnerLaura Secord posts retail and corporate job openings on Indeed, with a dedicated link 'Jobs in Ontario' to ca.indeed.com/Laura-Secord-jobs used as a hiring channel.
• JobillicominorGTM or Marketing PartnerLaura Secord lists its Québec job openings on Jobillico via the employer's page at jobillico.com/en/employers/laura-secord/view-all-jobs, used as a regional recruiting channel.
• BigCommercecoreTechnology or IntegrationLaura Secord's online storefront at laurasecord.ca is hosted on BigCommerce (image URLs reference cdn11.bigcommerce.com/s-ixp7mwrxqq), powering the e-commerce, account, wishlist, checkout, and product catalog experience.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Purdy's Chocolatier: Purdy's is another major Canadian premium chocolatier with similar physical retail footprint across western Canada and a comparable assortment of boxed chocolates, seasonal novelties, and gift sets. Directly competes with Laura Secord in the Canadian premium gifting chocolate category.
• Rocky Mountain Chocolate Factory: US-based franchised retail chocolate and ice cream concept selling premium chocolates, caramel apples, and ice cream through company-owned and franchised stores. Highly comparable business model combining chocolate retail, ice cream, and seasonal assortments.
• Bernard Callebaut: Canadian premium chocolatier (Calgary-based) offering handcrafted chocolates, ice cream, and seasonal assortments with a heritage positioning. Comparable regional premium chocolate peer to Laura Secord within Canada.

Broad incumbents

• Godiva Chocolatier: Global premium chocolate brand with broad assortment of boxed chocolates, truffles, and seasonal gifts. Operates a larger international footprint and competes with Laura Secord in premium gifting occasions, though Godiva spans many more product categories and price points.
• Lindt & Sprüngli: Swiss premium chocolate manufacturer with extensive retail presence in Canada (Lindt Chocolate Shops) selling premium bars, truffles, and seasonal gifts. Competes with Laura Secord on premium positioning and gift assortment occasions.
• Ferrero: Global confectionery conglomerate (Ferrero Rocher, Kinder, Nutella) with significant Canadian distribution. Overlaps with Laura Secord on premium boxed chocolates and seasonal gifting but at much broader scale.
• Ghirardelli: Premium American chocolate brand with retail chocolate shops and broad assortment of squares, bars, and gift boxes. Comparable to Laura Secord in combining a heritage brand identity with both retail storefronts and packaged goods.
• Hershey: One of the largest North American chocolate manufacturers with a broad mass-market portfolio. Competes with Laura Secord at lower price tiers and on seasonal novelties but does not focus on the premium heritage positioning.
• Cadbury (Mondelez International): Major Canadian-distributed chocolate brand (owned by Mondelez) with seasonal novelties including Easter eggs and Christmas boxed chocolates. Directly competes with Laura Secord on holiday seasonal gifting occasions.

Others

• Maple Leaf Treats / Quebec maple producers: Quebec-based maple product suppliers and confectioners. Overlap with Laura Secord on the Quebec maple products category (syrup, butter, taffy, candies), representing adjacent suppliers and partial competitors in the regional maple specialty segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/laurasecordca
• LinkedInlinkedin.com/company/laura-secord

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Laura Secord