What Hilton Macarons does

Hilton Macarons is a UK-based direct-to-consumer luxury macaron bakery, trading as a brand of Love a Taste Limited, a private limited company registered in England. Founded in 2019 in Suffolk, the company produces handmade Italian meringue macarons using free-range eggs from Havensfield Eggs, Belgian chocolate, and all-natural flavourings, with every product positioned as vegetarian and gluten-free. Production runs out of the Two Magpies Bakery facility in Darsham, Suffolk, while the registered office sits in Eye, Suffolk; the headcount is reported as 1-10.

The product portfolio is centered on configurable macaron boxes in sizes of 6, 12, and 18, organised into themed collections (Classic, Cosy, Floral Edit, Rainbow, Caramel Indulgence, Cheese Board), with additional offerings spanning personalised photo/logo macarons, 30-count event trays, wedding towers, corporate gifting, and a £13/month surprise-box subscription. Sister-company products (Two Magpies Bakery letterbox brownies) and curated gift items (candles, gin, cocktails) extend the catalogue. Distribution is exclusively DTC through the Shopify storefront hiltonmacarons.co.uk, with next-day tracked delivery via DPD and Royal Mail across the UK (including Scottish Highlands, islands, Northern Ireland, and Scilly Isles), plus Click & Collect and Saturday delivery options.

The revenue model combines one-time purchases at unit prices ranging from £13 (6 macarons) to £45 (30-count tray), a monthly subscription, custom-priced wedding and corporate orders with deposits, and ancillary gift add-ons. Marketing is executed through organic social (Facebook, Instagram, TikTok), an email newsletter, and SEO. The business has accumulated nine Great Taste Awards and brand collaborations with Petrossian, Tanqueray (Diageo), Shakarah Cuisine, and Calvin & Catchpole; it has not raised external funding and operates as a bootstrapped micro-business.

Name

Hilton Macarons

Legal name

Love a Taste Limited

Website

https://hiltonmacarons.co.uk

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Hilton Macarons is a UK-based DTC luxury macaron bakery producing handmade, gluten-free, vegetarian Italian meringue macarons, selling via Shopify with UK-wide next-day delivery to consumers, weddings, and corporate clients.

Ownership category

akta.pro rank

Product category

Artisan Confectionery

NAICS

Nonchocolate Confectionery Manufacturing (31134)

SIC

Cookies & Crackers (2052), Food And Kindred Products (2000)

akta.pro primary industry

Vegan/Allergen-Free Dessert Shops (THAFAGAL)

akta.pro secondary industry

Specialty Food Gift Shops & Hampers (CRAHAGAN)

Keywords

• Handmade macarons
• Artisan confections
• Gluten-free pastries
• Wedding dessert towers
• Food subscription boxes

Headquarters

HQ city

Framlingham

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Macaron Product Sales: One-time purchase of macaron boxes in various sizes (6, 12, 18 count) and configurations (classic, themed collections, trays)
2. Macaron Membership Subscription: Monthly subscription at £13/month delivering surprise box of 6 macarons with seasonal varieties and exclusive treats. Dispatched within first week of each month.
3. Gift Items Sales: Sale of complementary gift products including candles, gin, and personalised macarons
4. Brownie Products: Sale of brownies sourced from sister company Two Magpies Bakery, including caramel honeycomb letterbox brownies

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Hilton Macarons produces and sells handmade luxury macarons in Suffolk, UK, using the Italian meringue method with free-range eggs, Belgian chocolate, and all-natural flavourings. All products are vegetarian and gluten-free, packaged in boxes of 6, 12, 18, or trays of 30 for events. The company sells via its own Shopify e-commerce storefront with next-day UK-wide courier delivery (DPD/Royal Mail), and also offers a monthly subscription membership, wedding macaron towers, corporate gifting, and personalised macarons.

Product overview

Hilton Macarons is an e-commerce bakery business offering handmade Italian meringue macarons with Belgian chocolate fillings. The product portfolio centers on macaron boxes (Classic, Cosy Collection, Floral Edit, Rainbow Range, Caramel Indulgence, Cheese Board) available in configurable sizes of 6, 12, or 18, plus bulk Macaron Trays for events. Additional offerings include personalized/custom macarons, a monthly Macaron Membership subscription, gift items (candles, gin, cocktails), and specialty services (Wedding Towers, Corporate gifting). The company also offers a sister product (Brownies) from Two Magpies Bakery. All products feature free-range eggs, Belgian chocolate, natural flavors, and are vegetarian and gluten-free. Delivery is available via DPD Next Day or Royal Mail Next Day tracked services.

Differentiator

Problem solved

Functional benefit

Products and services

• Classic Macarons Boxes Handmade Italian meringue macarons in boxes of 6 (£13), 12 (£21), or 18 (£29), featuring a selection of flavours from the classic range including Raspberry, Vanilla, Lemon, Chocolate, Pistachio, Salted Caramel, and others. Targeted at individual consumers purchasing macarons as gifts or personal treats.
• The Cosy Collection Indulgent cozy-inspired macaron range available in boxes of 6, 12, or 18 macarons, positioned as a pick-me-up gift.
• Floral Edit Seasonal range curated with pastel and decorative macarons featuring fruit flavour fillings.
• Rainbow Range Rainbow-coloured macarons featuring blackcurrant, blueberry, lime, passion fruit, mango, and red berry flavours. Available in boxes of 6, 12, or 18.
• Caramel Indulgence Award-winning indulgent caramel range featuring Salted Caramel, Milk Chocolate Caramel, Caramel Buttercream, Toffee Popcorn, Salted Almond Caramel Brownie, and Caramel Chai. Available in boxes of 6, 12, or 18.
• Cheese Board Macarons Limited edition savoury macaron collection featuring three unique cheese flavours: Cheddar, Chive & Wholegrain Mustard; Binham Blue & Chilli Jam; and Brie & Fig & Apple Chutney, complemented by handmade chutneys from Two Magpies Bakery. 6 macarons for £15.
• Macaron Trays Bulk macaron orders packed in trays of 30 for events, catering, and large orders. Available in all classic and most popular flavours at £45 per tray.
• Single Flavour Boxes Customisable boxes allowing customers to select one flavour (6 macarons, £13), two flavours (12 macarons, £22), or three flavours (18 macarons, £30) from the classic range.
• Personalised Macarons Custom macarons with uploaded photos or logos for personalisation. Handmade vanilla macarons decorated with customer images or branding. Available with Vanilla, Hazelnut, or a selection of flavours.
• Macaron Membership Monthly macaron subscription delivering a surprise box of 6 macarons from favourite ranges and seasonal varieties, with exclusive treats from Hilton HQ. Priced at £13.00 per month, dispatched within the first week of each month.
• Caramel & Honeycomb Letterbox Brownie Rich gluten-free brownie with Belgian chocolate, honeycomb, and salted caramel, sourced from sister business Two Magpies Bakery. Designed for letterbox-friendly delivery.
• Gift Items Hand-selected complementary gift items including Raspberry Macaron Candle, Tommy's Margarita cocktail, Norfolk Farmhouse Pink Gin, and Personalised Macarons.
• Wedding Towers Show-stopping macaron towers for weddings available in a range of sizes, colours, and flavours with personalisation and favour options. Custom pricing based on size, colours, flavours and personalisation requirements.
• Corporate Gifting Service Corporate gifting service for business events and product launches, featuring custom macaron creations including savoury options. Custom pricing for corporate orders with minimum 25% non-refundable deposit for large quantity orders.

Quantifiable outcome

• 7-day shelf life after delivery
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Two Magpies Bakery LtdcoreStrategic or Co-development PartnerTwo Magpies Bakery is a sister company of Hilton Macarons, both owned by Love a Taste Limited. They supply brownies and artisanal chutneys for Hilton Macaron products, including the Caramel & Honeycomb Letterbox Brownie and cheese accompaniments.
• PetrossianminorStrategic or Co-development PartnerLuxury caviar and fine food brand collaborated with Hilton Macarons to create savoury macarons featuring caviar, smoked salmon and black truffle.
• Tanqueray (Diageo)minorStrategic or Co-development PartnerGin brand under Diageo partnered with Hilton Macarons for Tanqueray Royale Gin product launch, featuring Blackcurrant macaron pairing.
• Shakarah CuisineminorStrategic or Co-development PartnerCulinary collaboration between Shakarah Cuisine and Hilton Macarons for special macaron creations.
• Calvin & CatchpoleminorChannel Partner/ Reseller/ DistributorLuxury food brand includes Hilton Macarons in their Christmas hampers, distributing Hilton products to their customer base.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hotel Chocolat: UK premium chocolate and gifting brand with strong DTC, subscription, and retail operations. Comparable on UK premium gifting, subscription model, and digital-first marketing, though anchored in chocolate rather than macarons.
• Fortnum & Mason: Iconic UK luxury food and gift retailer operating a much wider portfolio (hampers, tea, confectionery, biscuits) but with overlapping premium gifting channels and a UK heritage comparable to Hilton Macarons' positioning.
• Betty's & Taylors of Harrogate: Established UK Yorkshire-based premium confectionery, café and tea brand. Comparable on premium UK artisanal food heritage, gift positioning, and broad confectionery category, though with a much more diversified café and retail footprint.

Regional players

• Cartwright & Butler: UK premium food and hamper brand with comparable premium gifting and hampers positioning. Overlaps on gift-boxed food products, but its product range is broader (biscuits, preserves, teas) and distribution more retail-led.

Direct peers

• Ladurée: Iconic French luxury macaron and patisserie brand, the global benchmark in premium macarons. Directly competes in the same product category at similar price points and serves a comparable gifting and luxury consumer base, though with vastly greater brand scale and international retail footprint.
• Pierre Hermé Paris: Renowned French luxury macaron and pastry house positioned at the high end of the category, often cited alongside Hilton Macarons in customer testimonials. Competes on premium flavour innovation, gift positioning, and direct-to-consumer gifting.
• Mademoiselle Macaron: UK-based handmade macaron brand selling boxes of artisan macarons via DTC e-commerce. Closely comparable in scale, product format (boxes of 6/12/18), UK focus, and premium gifting positioning.
• La Maison du Chocolat: French luxury chocolate and confectionery house with overlap in premium gifting, refined flavour profiles, and an established international luxury brand. Comparable on artisanal premium positioning even though core product is chocolate.
• Bisou Bakehouse: UK boutique macaron and dessert e-commerce brand. Directly comparable in handmade product format, UK DTC distribution model, and gifting target customer.

Emerging players

• Cutter & Squidge: London-based gourmet cookie, cake and confectionery DTC brand. Comparable as a UK artisan sweet-treat e-commerce business with gifting focus and box-based product formats, though broader than macarons alone.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/hiltonmacarons
• Instagraminstagram.com/hiltonmacarons
• TikToktiktok.com/@hiltonmacaron
• LinkedInlinkedin.com/company/hiltonmacarons

Compliance1 record

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 Hilton Macarons