House of Sarunds
House of Sarunds is a UK-based B2B wholesale distributor of continental chocolates and confectionery, supplying over 1,000 brands across 688 categories to independent retailers and food service operators through a trade-only e-commerce portal and direct sales.
- Company typePrivate
- Founded1987
- HeadquartersBlandford Forum, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingServices
House of Sarunds firmographics
Firmographics- Name
- House of Sarunds
- Legal name
- House of Sarunds
- Website
- https://sarunds.co.uk
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- House of Sarunds is a UK-based B2B wholesale distributor of continental chocolates and confectionery, supplying over 1,000 brands across 688 categories to independent retailers and food service operators through a trade-only e-commerce portal and direct sales.
- Ownership category
- akta.pro rank
House of Sarunds industry classification
Industry- Product category
- Confectionery Wholesale Distribution
- NAICS
- Confectionery Merchant Wholesalers (42445)
- SIC
- Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- Pastry, Cakes & Desserts Wholesale (AFAIAFAB)
- akta.pro secondary industry
- Bakery & Desserts Distribution (CRAOABAE)
Keywords
Where House of Sarunds is headquartered
LocationHeadquarters
- HQ city
- Blandford Forum
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
House of Sarunds business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Wholesale confectionery distribution: Revenue generated through distribution of confectionery products to registered trade customers (independent retailers and food service operators) in the UK market.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Trade account pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
House of Sarunds product offering
Product offeringCore offering
House of Sarunds is a UK-based B2B wholesale distributor of continental chocolates and confectionery products serving registered trade customers in the independent retail and food service sectors. The company aggregates 1,042+ brands and 688 categories of chocolates, truffles, biscuits, fudge, marzipan, Turkish delight, macarons, nougat, dessert components, and packaging supplies into a trade-only e-commerce portal with quick order functionality and direct sales support. Revenue is generated by distributing these products to retailers and food service operators across the United Kingdom.
Product overview
House of Sarunds operates as a B2B confectionery distribution platform rather than a single unified product. The company aggregates products from over 1,000 chocolate and confectionery brands into a wholesale e-commerce catalog accessible to registered business customers. The core offering consists of a trade-focused web shop where retailers and food service operators can browse, search, and order products by brand, category, free-from attributes, and occasion. Product categories span chocolate bars, boxes, gift packs, liqueurs, novelties, loose chocolates, truffles, biscuits, fudge, marzipan, Turkish delight, macarons, nougat, and related food service components. Key brand sub-portfolios include premium Belgian chocolates (Godiva, Guylian, Hamlet, Caluwe Artisan), artisan ranges (Gardiners Scottish fudge, Lessiters Swiss truffles), novelty figures (Gwynedd, Bakkershuys, Limar), free-from options (Hadleigh Maid oat milk, Moo Free, Nomo), and licensed products (Lir, Harry Potter). The platform is powered by Aphix Software e-commerce infrastructure and provides business account features including quick order, stock checking, and account history.
Differentiator
Problem solved
Functional benefit
Products and services
- Wholesale Confectionery Distribution
Companies that use House of Sarunds
Customer profileSegments3 records
Ideal customer profiles2 records
House of Sarunds technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
House of Sarunds partnerships and signals
Strategic signalScale indicators4 records
Recent moves4 records
Expansion highlights4 records
House of Sarunds competitors and assessment
Company assessmentDirect peers
- Landmark Wholesale: UK cash-and-carry and delivered wholesale group serving independent retailers and caterers. Overlaps with House of Sarunds' channel coverage of independent retailers and foodservice operators in confectionery and ambient grocery.
- Today's Group: UK symbol-group and wholesale buying group serving independent retailers and convenience stores. Comparable to House of Sarunds' independent-retail customer base and its role as an aggregator-supplier for fragmented trade accounts.
- Sugro UK: UK buying group and wholesale consortium for independent convenience retailers and foodservice operators. Directly comparable to House of Sarunds in serving independent trade customers with aggregated multi-supplier grocery and confectionery ranges.
- Booker Wholesale: UK's largest cash-and-carry wholesaler (part of Tesco), serving independent retailers, caterers and small businesses across grocery, including confectionery. Comparable in channel coverage (independent retail + foodservice) and broad product breadth to House of Sarunds.
- Bestway Wholesale: UK's second-largest independent wholesale group, serving convenience stores, independent retailers and foodservice operators. Overlaps with House of Sarunds on independent retail customers and confectionery/grocery ranges, including the Hancocks confectionery business.
- Brakes Group: Major UK foodservice distributor (part of Sysco), serving restaurants, pubs, hotels and caterers with broad product lines including confectionery and dessert components. Closely aligned with House of Sarunds' foodservice channel and product mix.
- JJ Food Service: UK-based foodservice wholesaler supplying independent restaurants and caterers with ambient, chilled and frozen ranges. Comparable to House of Sarunds in serving independent foodservice operators with multi-category product access including desserts and confectionery.
- Bidvest Foodservice: One of the largest UK foodservice distribution companies, supplying hotels, restaurants, cafes and catering operators. Directly comparable to House of Sarunds' foodservice-operator customer segment, with overlapping chocolate and confectionery ranges in its portfolio.
- Hancocks (Bestway Confectionery): UK's largest specialist confectionery cash-and-carry wholesaler, now part of Bestway Wholesale. The closest direct competitor to House of Sarunds, serving independent retailers and foodservice operators with a wide chocolate and confectionery range.
Broad incumbents
- Costco Wholesale UK: Global membership-based wholesale club with UK operations carrying broad grocery and confectionery ranges. A broader incumbent overlapping with House of Sarunds' wholesale role but operating at significantly larger scale and with a very different membership-driven business model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
House of Sarunds social profiles
Digital presenceHouse of Sarunds financial estimates
Financial estimateRevenue estimate
Valuation estimate
House of Sarunds leadership team
Management profileNumber of profiles
House of Sarunds funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
House of Sarunds 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 House of Sarunds
What does House of Sarunds do?
House of Sarunds is a UK-based B2B wholesale distributor of continental chocolates and confectionery products serving registered trade customers in the independent retail and food service sectors. The company aggregates 1,042+ brands and 688 categories of chocolates, truffles, biscuits, fudge, marzipan, Turkish delight, macarons, nougat, dessert components, and packaging supplies into a trade-only e-commerce portal with quick order functionality and direct sales support. Revenue is generated by distributing these products to retailers and food service operators across the United Kingdom.
Is House of Sarunds a public or private company?
House of Sarunds is a private company. It is classified as unknown and is currently operating.
When was House of Sarunds founded?
House of Sarunds was founded in 1987. It employs 51 to 100 people.
Where is House of Sarunds based?
House of Sarunds is headquartered in Blandford Forum, United Kingdom, in the Europe region.
How does House of Sarunds make money?
One revenue line is on record: wholesale confectionery distribution.
Who are House of Sarunds's main competitors?
Direct peers on record are Landmark Wholesale, Today's Group, Sugro UK, Booker Wholesale, Bestway Wholesale, Brakes Group, JJ Food Service, Bidvest Foodservice and Hancocks (Bestway Confectionery). Costco Wholesale UK is listed as a broad incumbent.
Does House of Sarunds have an API?
No public API is recorded for House of Sarunds.
What industry is House of Sarunds in?
House of Sarunds's product category is Confectionery Wholesale Distribution. Its primary akta.pro industry code is AFAIAFAB, Pastry, Cakes & Desserts Wholesale, with a secondary code of CRAOABAE, Bakery & Desserts Distribution. Its NAICS code is 42445 and its SIC code is 5140.