Green & Black’s is to introduce an extensive new range of chocolate with a less intense dark chocolate flavour.
Called the Velvet Edition, the line aims to provide an introduction to dark chocolate for consumers who admire the Green & Black’s brand but find the classic range too rich and complex.
The collection will be available in the UK from 7 August in the following flavours: 70% cocoa, roasted almond, raspberry and hazelnut, salted caramel, sea salt, orange and almond, and mint.
Unlike its other products, the Velvet Edition range is not organic and the bars make no reference to being Fairtrade. Mondelēz, Green & Black’s owner, said the Ghanaian beans used for the chocolate are not available in an organic variant at the scale required.
However, Mondelēz claimed the new chocolate is made using sustainably-sourced cocoa as part of its $400m Cocoa Life programme, which aims to support 200,000 cocoa farmers and a million people in six cocoa growing countries.
Craig Sams and Jo Fairley, founders of Green & Black’s, said: “With a blend of world-class ingredients and well balanced flavours in each bar, this new collection continues our passion for high quality, delicious tasting, ethically produced chocolate.
“For us, the proof was in the taste. From the first try, we were delighted with how the chocolate manages to be rich in flavour yet smooth on the palate. It took us back to 1991 when we first dreamt up Green & Black’s and we couldn’t be more proud to welcome Velvet Edition to the range.”
Glenn Caton, Northern Europe President, Mondelēz International, added: “Everything we do starts and ends with Green & Black’s founding principles: great taste, high quality and a commitment to sustainability. We will never compromise on those promises and remain loyal to the brand’s heritage.
“As we look to the future of Green & Black’s, we asked people who don’t currently buy the brand what they wanted, and they told us they want to enjoy Green & Black’s, but with a slightly less intense dark chocolate taste, which is where our new range comes into play.
“Our team of expert chocolatiers have created Green & Black’s first ever new range with beans deliberately chosen for their distinctive taste, sourced from Ghana in West Africa. These beans are not available in organic at the scale required for Green & Black’s, but I am proud that they are sustainably-sourced, independently verified beans from the Cocoa Life programme, of which Fairtrade will ensure we remain an accountable partner for farmers.”
© FoodBev Media Ltd 2021
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