Edinburgh Fudge Kitchen celebrates 20 years of the sweet taste of success

Full rebrand and refit of the Royal Mile shop part of a design concept that embraces ‘retail theatre’

It has been 20 years since the Edinburgh Fudge Kitchen opened its doors, importing an American concept to Scotland of fresh, whipping cream fudge made to an authentic 1830s recipe, and introducing the pioneering idea of “retail theatre”.

The shop still makes fudge by hand in full view of the customer, using traditional techniques involving copper cauldrons of bubbling fudge poured onto marble and “loafed and slabbed” using spatulas to turn the cooling fudge and achieve that Fudge Kitchen creaminess. This technique is described by the Kitchen’s famously engaging staff who entertain and educate visitors through the whole process.

As well as a high Tripadvisor ranking, the shop has also hosted awardwinning Festival shows, developed Scotland-specific recipes, including cranachan fudge; and partnered with local artisans to create incredible new flavours, which will soon include shortbread fudge as part of a collaboration with Pinnies & Poppyseeds in St Mary’s Street.

Underpinning all of this is, according to manager Will Tebutt, “the best fudge in the world’: the result of the soft Scottish water that equally makes our whisky so exceptional.

The idea of premium fudge was equally unknown when Fudge Kitchen launched in 1983, and the last major rebrand, in 2007, drew on the luxury chocolate aesthetic.

This time, as part of a £100k revamp across seven shops, packaging and website, the design concept is all about the unique Fudge Kitchens’ big personality.

Managing director Sian Holt said: “We have successfully repositioned and educated people that fudge, done properly, with natural, and good quality ingredients can be something rather special and spectacular.”

The result is bright, light, and functional, with clear, colour-coded signage, flavour and allergen information and a layout designed for both efficiency and as a stage for the fabulously theatrical process that is traditional fudge making, which customers specifically visit to watch.

Mr Tebutt said: “The Edinburgh shop’s refit is just what it needs for its 20th year making the ‘best fudge in Scotland.’ It’s going to look great, and I hope all our customers, local or tourist, think the same thing too!” 0 The Edinburgh store will look similar to this Fudge Kitchen in Bath