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The British chocolate market had been in the top five in the world, both in terms of size and consumption per head. But since 2000 the market had been experiencing a decline in volume despite growth in revenues. While the three leading firms, Nestle Rowntree, Cadbury Trebor Bassett and Masterfoods, were in trouble due to the market status, two relatively new niche segments - organic chocolates and fairtrade chocolates - had been experiencing impressive growth in their sales. The case explores the reasons for the decline in British chocolate consumption, the competitive strategies employed by the leading players in a declining market and the evolution of organic and fairtrade chocolates. It triggers a discussion on whether these two segments would expand to conquer the market. A structured assignment ''205-024-4'' is available to accompany this case.