Ethel M Chocolates
Ethel M Chocolates is a Mars-owned premium small-batch chocolate maker founded in 1981, producing 60+ chocolate varieties sold via DTC e-commerce, 7+ Las Vegas-area retail stores, wholesale, B2B corporate gifting, and flagship experiential tastings.
- Company typePrivate
- Founded1981
- HeadquartersHenderson, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Ethel M Chocolates does
Ethel M Chocolates is a premium small-batch chocolate manufacturer founded in 1981 by Forrest Mars Sr. in Henderson, Nevada, currently operating as a wholly-owned brand subsidiary of Mars, Incorporated. The company produces 60+ chocolate gem varieties using traditional copper kettle methods in the Mojave Desert, with no artificial flavors or colors (coloring derived from beet root, turmeric, and beta-carotene). Distribution operates through four parallel channels: direct-to-consumer e-commerce at ethelm.com with nationwide US shipping, 7+ company-owned retail locations concentrated in the Las Vegas metropolitan area and Glendale, California, wholesale distribution to specialty food retailers, and enterprise B2B corporate gifting with custom branded packaging.
The company targets three primary customer segments: individual gift-givers purchasing custom chocolate boxes ($40-$95 for 12/24/40-piece options) and curated collections ranging from $17 to $158; corporate clients requiring custom-branded gifting solutions (minimum 100 sleeves, 4-6 week lead time) — named accounts include AWS, JP Morgan Private Bank, Kansas City Chiefs, Las Vegas Raiders, and Textron Aviation; and Las Vegas visitors/consumers visiting the flagship Henderson destination for chocolate tastings ($15-$35 per person) and the 3-acre botanical cactus garden (Nevada's largest, with 300+ plant species). Signature product lines include the trademarked SATIN CRÈME® filling, premium spirit-infused liqueurs featuring Baileys, Knob Creek Bourbon, Herradura Tequila, Grand Marnier, and Remy Martin XO Cognac, and small-batch copper kettle caramels using Brittany sea salt. The 2026 Easter Collection marks the brand's first filled-egg offering, timed to its 45th anniversary.
Ethel M Chocolates firmographics
Firmographics- Name
- Ethel M Chocolates
- Legal name
- Mars, Incorporated
- Website
- https://ethelm.com
- Company type
- Private
- Founded year
- 1981
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Ethel M Chocolates is a Mars-owned premium small-batch chocolate maker founded in 1981, producing 60+ chocolate varieties sold via DTC e-commerce, 7+ Las Vegas-area retail stores, wholesale, B2B corporate gifting, and flagship experiential tastings.
- Ownership category
- akta.pro rank
Ethel M Chocolates industry classification
Industry- Product category
- Premium Confectionery
- NAICS
- Chocolate and Confectionery Manufacturing (31135), Confectionery Manufacturing from Purchased Chocolate (311352)
- SIC
- Sugar & Confectionery Products (2060)
- akta.pro primary industry
- Chocolate & Chocolate Confectionery (CRADABAA)
- akta.pro secondary industries
- Candy & Specialty Sweets Stores (THAFAGAH), Chocolate & Confectionery Patisseries (Bonbons, Truffles, Macarons) (THAFAFAL)
Keywords
Where Ethel M Chocolates is headquartered
LocationHeadquarters
- HQ city
- Henderson
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
Ethel M Chocolates business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Direct-to-Consumer E-commerce: Online sales through ethelm.com with shipping throughout the United States. Products include gift boxes, custom boxes, bars, and treats. Free standard shipping on orders $99+.
- Corporate Gifting (B2B): Custom branded chocolate boxes and sleeves for corporate clients with minimum 100 unit orders. Includes customization options from basic one-color print to foil stamping and embossing.
- Wholesale Distribution: Bulk sales to retail partners and specialty stores including fine foods markets, hospital gift shops, and botanical garden locations.
- In-Store Experiences: Chocolate tasting experiences and chocolate & wine pairings at flagship store. Also includes café sales of baked goods, milkshakes, and specialty drinks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | 12-Piece Custom Box |
| One time/ perpetual license | Pay-as-you-go | 24-Piece Custom Box |
| One time/ perpetual license | Pay-as-you-go | 40-Piece Custom Box |
| Unit Pricing | Pay-as-you-go | Gift Baskets |
| Unit Pricing | Pay-as-you-go | Gourmet Chocolate Bars |
| Unit Pricing | Pay-as-you-go | Chocolate Tasting Experience |
| Unit Pricing | Pay-as-you-go | Chocolate & Wine Pairing |
| Unit Pricing | Pay-as-you-go | Café Menu Items |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Ethel M Chocolates product offering
Product offeringCore offering
Ethel M Chocolates manufactures premium small-batch gourmet chocolates at its Henderson, Nevada factory using traditional copper kettle methods, offering over 60 chocolate gem varieties including custom gift boxes, curated collections, gourmet bars, and spirit-infused liqueurs. The brand sells direct-to-consumer through its website and seven-plus company-owned retail locations, supplemented by corporate gifting customization, wholesale distribution, and flagship in-store experiences including chocolate tastings, a cactus garden café, and a 3-acre botanical cactus garden.
Product overview
Ethel M Chocolates is a premium chocolate company owned by Mars, specializing in small-batch gourmet chocolates. The product portfolio centers on Custom Chocolate Boxes (allowing personalization from 60+ chocolate gems in 12/24/40 piece options), curated Gift Boxes (Classic, Dark Chocolate, Milk Chocolate, Truffles, Liqueurs, Chocolatier's, Centerpiece, Nuts & Caramels, Cherry Cordials, Pecan Brittle, Satin Crèmes, Fruit Fusion), Gift Baskets ($100-$130), and Gourmet Chocolate Bars ($4+). The brand organizes products by chocolate type (Milk, Dark, White), filling (Truffles, Liqueurs, Nuts, Caramels, Fruits), and occasion (Birthday, Anniversary, Corporate, Wedding, etc.). Experiences include Chocolate Tastings ($25-$35), Cactus Garden Café, and factory tours at their Henderson, Nevada flagship. B2B services include corporate gifting customization (100+ minimum) and wholesale ordering.
Differentiator
Problem solved
Functional benefit
Products and services
- Custom Chocolate Box Personalized chocolate gift box allowing customers to select from over 60 chocolate gems. Available in 12-piece ($40), 24-piece ($65), or 40-piece ($95) sizes with classic gift box designs including Cream, Cactus, and Sapphire options.
- Gift Boxes Curated collections of chocolate gems for every occasion. Includes Classic, Dark Chocolate, Milk Chocolate, Truffles, Liqueurs, Chocolatier's, Centerpiece, Nuts & Caramels, Cherry Cordials, Pecan Brittle, Satin Crèmes, and Fruit Fusion collections. Prices range from $17 to $158.
- Gift Baskets Premium chocolate gift baskets for delivery. Options include Epic ($130), Milk Chocolate ($130), Dark Chocolate ($130), Deluxe ($120), and Classic ($100) baskets featuring assorted chocolate treats.
- Gourmet Chocolate Bars High-quality chocolate tablet bars starting at $4. Flavors include Tiramisu Espresso Ganache Dark Chocolate, Brownie Batter Ganache Dark Chocolate, Lemon Satin Crème Dark Chocolate, Pecan Caramel Rapture Milk Chocolate, Kona Espresso Ganache Dark Chocolate, and Almond Coconut Caramel Milk Chocolate.
- Chocolate Treats Convenient chocolate snacks including Milk & Dark Chocolate Bars Mixed Set ($35), Gourmet Hot Chocolate ($30), individually wrapped bars (from $4), and sugar-free options.
- Liqueurs Collection Chocolate liqueur pieces infused with premium spirits including Baileys Irish Cream, Knob Creek Small Batch Bourbon, Herradura Anejo Tequila, Amaretto, and Grand Marnier. Creamy centers wrapped in Milk or Dark Chocolate shells.
- Truffles Collection Decadently filled chocolate truffles with silky centers and delicate shells. Crafted with signature small-batch Dark, Milk, or White Chocolate and premium ingredients.
- Caramels Collection Buttery caramel fillings made in small-batch copper kettle tradition. Includes Sea Salt Caramels featuring sea salt from Brittany, France. Each caramel individually coated in milk or dark chocolate.
- Chocolate Tastings Guided chocolate tasting experiences at Henderson flagship location. Chocolate Tasting: Adult $25, Child (under 10) $15, Student $20. Chocolate and Wine Pairing: Adult 21+ $35.
- Cactus Garden Café In-store café at Henderson flagship serving homemade baked goods, chocolate-dipped treats, milkshakes ($10), coffee, tea, cupcakes ($5), chocolate brownies ($7), chocolate cannoli ($8), and seasonal specialties.
- Botanical Cactus Garden 3-acre botanical cactus garden at Henderson flagship, Nevada's largest and one of the world's most prolific collections with over 300 plant species. Free admission, decorated with over a million lights during holiday season.
- Corporate Gifting (B2B) Business-to-business corporate gifting with customization options including company logo on sleeves, custom packaging. Minimum 100 sleeves, 4-6 week lead time. Clients include AWS, JP Morgan Private Bank, Kansas City Chiefs, Las Vegas Raiders, Textron Aviation.
- Wholesale Distribution Wholesale ordering for retailers with 2% 10 Net 30 payment terms available with approved credit. Contact for pricing at [email protected].
- 2026 Easter Collection Limited-edition Easter collection featuring the brand's first-ever filled egg collection alongside existing truffles, crèmes, and liqueur assortments. The 8-piece collection is priced at $40 and includes flavors such as Milk Chocolate Strawberry Crème and Dark Chocolate Peanut Toffee Crunch.
- 2025 Holiday Collection Holiday collection including a limited-edition holiday advent calendar and other luxurious chocolates featuring small batch chocolates and seasonal themed packaging.
- Valentine's Day Heart-Shaped Assortments Seasonal premium heart-shaped assortments launched for Valentine's Day period as part of major confectionery manufacturers' Valentine's Day and Easter product innovations.
Companies that use Ethel M Chocolates
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Ethel M Chocolates technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Ethel M Chocolates partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor and core.
- AWS (Amazon Web Services)minorAWS shown as corporate gifting client on Ethel M Chocolates B2B landing page among Happy & Valued Clients section.
- JP Morgan Private BankminorJP Morgan Private Bank shown as corporate gifting client on B2B landing page among Happy & Valued Clients section.
- Kansas City ChiefsminorNFL team shown as corporate gifting client on B2B landing page among Happy & Valued Clients section.
- Las Vegas RaiderscoreFeatured partnership with Raiders for custom branded chocolate boxes showcasing team branding and logo packaging.
- Textron AviationminorCustom branded chocolate bars with Textron Aviation branding shown as partnership example on B2B page.
- Caesars EntertainmentcoreEthel M Chocolates products available at Caesars Entertainment properties including Caesars Forum Shops and other casino locations in Las Vegas.
- MGM EntertainmentminorEthel M Chocolates distributed through MGM Entertainment properties in Las Vegas.
- AJ's Fine FoodsminorPremium specialty foods retailer in Arizona carrying Ethel M Chocolates products.
- Longwood GardensminorRenowned botanical garden in Pennsylvania carries Ethel M Chocolates in their gift shop.
- Herradura (Casa Cuervo)corePremium tequila brand featured in Ethel M Chocolates HERRADURA Anejo Tequila Crème Liqueur chocolate piece, the Gem of the Month. Herradura Blue Agave Tequila aged 25 months in American white oak barrels.
Scale indicators6 records
Expansion highlights5 records
Ethel M Chocolates competitors and assessment
Company assessmentDirect peers
- See's Candies: Iconic American boxed chocolate and confectionery brand operating a similar gift-occasion-driven model with company-owned retail stores, seasonal collections, and California heritage. Direct competitor in the premium boxed chocolate gifting category.
- Godiva Chocolatier: Premium Belgian-style boxed chocolate brand sold through company-owned boutiques, wholesale, and DTC e-commerce. Competes directly with Ethel M on premium gifting positioning, liqueur-filled pieces, and customizable gift boxes.
- Ghirardelli Chocolate Company: Premium American chocolate brand offering gift boxes, liqueurs, and specialty confections through retail stores, DTC, and wholesale. Comparable scale of product range and gifting-occasion merchandising.
- Rocky Mountain Chocolate Factory: Franchise-based premium chocolate and caramel retailer with strong mall and tourist-location presence. Comparable small-batch production positioning and dependence on seasonal gifting demand.
- Vosges Haut-Chocolat: Premium craft chocolate brand with experiential retail and exotic flavor profiles (including spirit-infused pieces). Direct competitor in the high-end artisanal gifting tier with overlapping customer demographic.
- Neuhaus: Belgian praline and boxed chocolate brand with similar gift box merchandising, premium pricing, and customizable assortments. Comparable positioning in the boxed chocolate gifting category.
- Harry & David: Premium gourmet gift brand operating on the same direct-to-consumer gifting model with seasonal collections (Valentine's, holiday towers). Comparable occasion-driven merchandising and price points.
Broad incumbents
- Lindt & Sprüngli: Global premium chocolate incumbent with broad portfolio spanning mass-market Lindor truffles to premium boxed assortments. Overlaps with Ethel M on liqueur-filled pieces (Lindt Liqueur) and seasonal gifting but operates at vastly larger scale.
- Ferrero: Global confectionery incumbent with premium boxed assortments (Ferrero Collection, Ferrero Rocher) sold across grocery, gifting, and DTC. Competitor in premium boxed chocolate with broader portfolio reach.
- Hershey's: Mass-market chocolate incumbent with broader product range and significantly larger distribution. Overlaps with Ethel M in seasonal gifting (heart boxes, Easter) but at lower price points and through mass retail.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Ethel M Chocolates social profiles
Digital presenceEthel M Chocolates financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ethel M Chocolates leadership team
Management profileNumber of profiles
Ethel M Chocolates funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ethel M Chocolates M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ethel M Chocolates
What does Ethel M Chocolates do?
Ethel M Chocolates manufactures premium small-batch gourmet chocolates at its Henderson, Nevada factory using traditional copper kettle methods, offering over 60 chocolate gem varieties including custom gift boxes, curated collections, gourmet bars, and spirit-infused liqueurs. The brand sells direct-to-consumer through its website and seven-plus company-owned retail locations, supplemented by corporate gifting customization, wholesale distribution, and flagship in-store experiences including chocolate tastings, a cactus garden café, and a 3-acre botanical cactus garden.
Is Ethel M Chocolates a public or private company?
Ethel M Chocolates is a private company. It is classified as corporate owned and is currently operating.
When was Ethel M Chocolates founded?
Ethel M Chocolates was founded in 1981. It employs 51 to 100 people.
Where is Ethel M Chocolates based?
Ethel M Chocolates is headquartered in Henderson, United States, in the North America region.
How does Ethel M Chocolates make money?
Four revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are corporate Gifting (B2B), wholesale Distribution and in-Store Experiences.
Who are Ethel M Chocolates's main competitors?
Direct peers on record are See's Candies, Godiva Chocolatier, Ghirardelli Chocolate Company, Rocky Mountain Chocolate Factory, Vosges Haut-Chocolat, Neuhaus and Harry & David. Broad incumbents are Lindt & Sprüngli, Ferrero and Hershey's.
Does Ethel M Chocolates have an API?
No public API is recorded for Ethel M Chocolates.
What industry is Ethel M Chocolates in?
Ethel M Chocolates's product category is Premium Confectionery. Its primary akta.pro industry code is CRADABAA, Chocolate & Chocolate Confectionery, with a secondary code of THAFAGAH, Candy & Specialty Sweets Stores. Its NAICS code is 31135 and its SIC code is 2060.