Every December, UK households divide into two camps: tin or tub, purple one or whichever the Roses equivalent is. The rivalry between Quality Street and Roses is old enough to have outlived several changes of ownership on both sides.
Two companies, one idea, two years apart
Quality Street was launched first, in 1936, by Mackintosh's, a Halifax confectioner. The idea - a tin of individually wrapped assorted chocolates and toffees, positioned as a gift rather than an everyday treat - was distinctive enough that Cadbury launched a direct response just two years later, in 1938: Roses, named after the twist-wrap production process rather than the flower.
How ownership has shifted underneath both brands
Neither brand is owned by the company that launched it. Mackintosh's merged with Rowntree in 1969 to form Rowntree Mackintosh, which was bought by Nestle in 1988 - so Quality Street has been a Nestle product for well over three decades. Cadbury held onto Roses through its own ownership changes, including Kraft's takeover in 2010 and the subsequent creation of Mondelez International in 2012, which owns Cadbury today.
The wrapper wars
The most recent chapter in the rivalry wasn't about the chocolate at all. In 2016, Quality Street moved away from foil wrapping toward paper, as part of a wider push to cut down on non-recyclable packaging, and Roses made a similar move not long after. The change proved surprisingly divisive - plenty of customers said paper wrappers were harder to open neatly than a twist of foil - and it's a reminder that changing anything about a decades-old Christmas tradition tends to get noticed.
Still going, still rivals
Nearly ninety years on, the format both brands share - a tub of assorted, individually wrapped chocolates aimed squarely at the Christmas gifting market - has barely changed, even as the exact line-up of sweets inside has shifted over the decades. If you want to compare the two for yourself, our chocolate collection covers both.
Frequently asked questions
Which came first, Quality Street or Roses?
Quality Street, launched by Mackintosh's in 1936. Roses followed from Cadbury in 1938.
Who owns them now?
Quality Street belongs to Nestle, following its 1988 acquisition of Rowntree Mackintosh. Roses remains with Cadbury, now part of Mondelez International.
Why did the wrappers change?
Both brands moved from foil to more recyclable paper wrapping in the mid-2010s to cut non-recyclable packaging.