Love Raw beats Cadbury to launch milk chocolate vegan chocolate bar

“We beat them to it!”

This is what vegan chocolate company Love Raw is saying as it not only launches its first vegan milk chocolate bar, but the company has beaten Cadbury to it in the process.

Self-declared “Unvegan” vegan chocolate company, LoveRaw, has unveiled a major rebrand alongside the expansion of its current product range with the launch of a new category.

LoveRaw is introducing its M:lk Choc Bar range, produced in three flavours: ‘Just Chocolate’, ‘Salted Caramel’ and ‘Peanut Butter filled’.

The new LoveRaw M:lk Choc Bars are available in ‘On the go’, ‘Impulse’ and ‘Convenience’ and have potential to fill a void in the vegan market, as recent research shows that milk chocolate is one of the most-missed foods by vegans.

Representative of the LoveRaw mantra ‘chocolate first, vegan second’, the new M:lk Choc Bar is a decadent confectionery snack, and like all other LoveRaw products are 100% vegan and made using the finest ingredients; no artificial nonsense, no palm oil, no dairy and no compromise.

Rimi Thapar, entrepreneur and co-founder of LoveRaw confirmed: “The UK vegan market is set to grow by 327% over the next 12 months alone. By putting all of our efforts into developing a great-tasting vegan milk chocolate bar, we believe we have successfully provided a solution for both vegans and not-so-traditional “Unvegan” vegans who want to dip in and out of veganism as and when they choose.”

LoveRaw has channelled its fun and edgy personality through its new branding, with a modern refreshed logo and cartoon illustrations of co-founders Rimi and Manav Thapar on its packaging, reflecting the brand’s ethos of not taking itself too seriously.

To be phased in throughout April 2020, both the rebrand and launch of the M:lk Choc Bar range follows a recent seven-figure investment from Blue Horizon Ventures, a venture capitalist; together with the appointment of new non-executive director, Juliet Barratt, co-founder and previous chief marketing officer of healthy snacking FMCG brand, Grenade.

Juliet Barratt added: “A growing percentage of consumers are looking for vegan alternatives to their usual confectionery purchases. When a vegan chocolate bar actually tastes like chocolate, it is likely to sell incredibly well within this growing market. I am, therefore, very excited for the launch of the new LoveRaw M:lk Choc Bar range and, aside from beating Cadburys to it, believe it will be well received by both retailers and consumers alike.”

Forecast to dominate the vegan confectionery sector, the LoveRaw M:lk Choc Bar is the first product to be launched from an exciting pipeline of NPD for 2020, with the range already available in Whole Foods UK and Boots, with additional retailers to be announced in the coming weeks.