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Divine Chocolate rolls out new packaging

Divine Chocolate has announced a packaging refresh across its product range.

The brand’s newly styled sharing bars will be available in stores across the UK, US and the rest of the world by the end of 2017, with the rest of the product range being rolled out in 2018.

The new design, the company says, taps into consumer trends including demand for transparency on the provenance of ingredients, caring about the nutrition of indulgent treats and their sustainability impact.

The new design aims to boost impulse purchases by improving communication for premium chocolate decision-making. The product name is more legible and more prominence is given to the percentage of cocoa (Divine research shows more than half of premium chocolate shoppers look for this when choosing quality chocolate). The new Owned by Cocoa Farmers seal appears on every pack.

Furthermore, ethical credentials now communicated on every pack include:

  • no palm oil or soya
  • all vegetarian with suitable choices for vegans (with a new Vegan Society certification)
  • 100% pure cocoa butter (no vegetable fat substitutes)
  • 100% FSC certified and recyclable paper and card
  • being a certified B Corp
  • commitment to no artificial and all natural ingredients.

Charlotte Green, marketing director at Divine Chocolate, says, “Consumers are rightly becoming increasingly interested in what’s behind the food they are buying and as a trusted ethical brand we realised that we needed better to communicate what makes ours seriously good chocolate.

“We are already recognised for our luxury brand name, our distinctive packaging, commitment to Fairtrade and delicious chocolate. Now we want people to know we’re owned by the farmers that grow the cocoa, because it’s what makes us special and drives brand loyalty.”

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