Madagascan chocolate brand Madécasse has launched a limited-edition range of chocolate bars in the UK – and will donate £0.05 from the sale of each bar to the Lemur Conservation Foundation to support its efforts to protect endangered lemurs.
The animals – among the most endangered mammals in the world – are only found on the island, off the east coast of Africa.
Available in store this month, the 75g bars are made with the finest Madagascan heirloom cocoa and consist of sea salt and nibs, salted almond, espresso bean and toasted coconut variants.
The bars strongly communicate the campaign front of pack with a colourful lemur design, and have a recommended retail price of £3 each.
Madécasse director of marketing Sarah Shah said: “We’re delighted to be working with the Lemur Conservation Foundation to raise awareness about the lemur population and very proud to be working with Sainsbury’s, Waitrose and Whole Foods in helping us get this project off the ground. We’re excited to see the bars on shelf and are confident that the chocolate and the campaign’s message will be well-received by consumers.”
Nick Thomas, sales and marketing director for Madécasse’s UK importer and distributor, Empire Bespoke Foods, added: “It’s been a great year to date for Madécasse so we’re thrilled to be launching these special-edition bars to UK consumers and are confident people will get behind the message and help the Save the Lemur campaign. The new colourful is packaging is eye-catching and reinforces the message that Madécasse bars are proudly Madagascan so we’re expecting them to fly off the shelves.”
© FoodBev Media Ltd 2021
World Beverage Innovation Awards – NOW OPEN FOR ENTRIES!
The awards celebrate excellence and innovation across the global beverage industry.
Don’t miss out on having your innovations recognised on a global scale.
Deadline for entries 23 July – enter now!
Don’t get left behind
Start your free Foodbev magazine trial today and join thousands of fellow industry professionals in receiving food and drink trends direct to our business.
Click here to start your free trial