The Raw Chocolate Company will seek to “redefine their category” with a new design for its brand of responsibly sourced chocolate.
Having moved to new premises with increased capacity and grown its performance in both the domestic and export markets, the British brand has introduced a contemporary brand identity that is more “at one with nature” and coincides with National Chocolate Day, which is being celebrated today.
The newly redesigned brand is generating interest in every sector from wholesale and foodservice to airlines, supermarkets and independents, who are looking to differentiate their everyday chocolate offering from that of high-street retailers, The Raw Chocolate Company said.
General manager Allan Large said: “We were adamant that we wanted a new look capable of traversing the conventional confectionery and health food markets, a simple yet vibrant identity with genuine mainstream appeal. The Raw Chocolate Company is all about accessibility. We may be organic, Fairtrade, gluten- and soy-free and vegan-friendly but we’re not in the business of elitist, humdrum or dainty discovery brands. Great taste is the only barometer that really matters for a pioneering brand like ours, harnessing the power of responsibly sourced, ‘raw’ Peruvian cacao and reminding consumers that raw chocolate is chock-a-block with beneficial vitamins and minerals.”
The brand will use the new design as a platform from which to capitalise on increased demand in raw chocolate.
The Raw Chocolate Company’s small-batch products are made by grinding the chocolate three times longer than rival companies, achieving an extra smooth taste and giving greater prominence to each of the bars’ ingredients – goji berries, mulberries, almonds, ginger, hazelnuts and hemp seeds.
Its mass market appeal, the firm said, is explained in part due to the fact that the chocolate is suitable for coeliacs, vegans and vegetarians, as well as everyday chocolate purists.
And unlike conventional chocolate, raw chocolate does not cook off the lion’s share of beneficial vitamins, minerals, polyphenols, friendly bacteria and even flavour that made the nutritionally dense cacao “so special in the first place”.
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