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Premium chocolate brand, Fatso, has introduced a new flavour – called Drunk’n Monkey – as part of its ongoing effort to redefine the dark chocolate market.

The product, which retails at £7.25 for a 150g bar, features crisped banana chips infused with rum and sprinkled with sea salt, all enveloped in Fatso's signature dark Colombian chocolate.

Launched in September 2022, Fatso has positioned itself as a disruptor in the chocolate industry, challenging the notion that dark chocolate must be serious and reserved. The brand aims to appeal to consumers who seek both indulgence and fun in their chocolate choices.

Co-Founder Ella McKay said: “There’s no monkeying around with this flavour! We’ve carefully combined a tropical trio of ingredients and covered it in our delicious single-origin dark chunky chocolate”.

The introduction of Drunk’n Monkey aligns with Fatso's strategy to offer unique confectionery flavour combinations that appeal to adventurous consumers.

The brand sources its cacao from Luker Chocolate in Colombia, ensuring high quality and ethical production practices. This commitment to single-origin, Fino de Aroma certified cacao reflects growing consumer demand for transparency and sustainability in food sourcing.

Drunk’n Monkey is available for purchase online, with plans for wider distribution through independent retailers and wholesalers in the coming months. This phased rollout is designed to maximise visibility and accessibility for both retail partners and consumers.

Fatso's distribution strategy includes partnerships with over 300 independent and premium retailers across the UK, such as Liberty and Harvey Nichols, as well as various food service outlets.

The brand's focus on independent retailers highlights a growing trend in the food and beverage sector, where consumers increasingly seek out unique, high-quality products that stand out from mass-produced alternatives.

The chocolate industry has also seen a rise in ethical consumerism, with many buyers prioritizing brands that demonstrate a commitment to sustainable practices. Fatso’s collaboration with Luker Chocolate, which emphasises fair treatment of farmers and environmental stewardship, positions the brand favourably in this evolving market landscape.