Bold new look for the new year with Divine Chocolate
FAIRTRADE chocolate brand Divine Chocolate has introduced a bold new look for the new year, with a focus on the people that goes into making the chocolate.
The collection of 90g sharing and 35g impulse bars boast a colourful and eye-catching design, with the taste and quality of the product inside left unchanged. This includes no shrinkflation, the same high coca content, all-natural ingredients and no monoculture crops such as palm oil or soy.
The rebrand is part of Divine’s new ‘Made to Matter’ communications platform, which highlights the brand’s longstanding ethos of celebrating those people that create the premium chocolate bars and helps to tell the stories of the real people and places that put skill, spirit and care into every bite.
Divine said the new Divine bars follow on from recent HRA Global research which found that ethics and sustainability are increasingly shaping consumer choices, with 44% of shoppers reporting that ethical sourcing is “important” or “very important” to them when choosing chocolate.
Divine’s new packaging puts the Kuapa Kokoo cocoa farms and farmers of Ghana centre stage, paying homage to them as co-owners of the brand and communicates the brand’s USP directly to consumers, whilst meeting their expectation for premium chocolate options.
In addition to this, the new packaging is eco-friendly, Forest Stewardship Council certified and fully recyclable and are manufactured in a family-run, carbon neutral site.
The new packaging will also be supported by a national television and OOH campaign, which will go live from 15 February, as well as a revamped website and digital presence for Divine.
Lydia Stubbins, group marketing director at Divine Chocolate, said: “Great chocolate doesn’t happen by chance, and our new branding reflects the collaboration that goes into each mouth-watering bite while communicating the premium indulgence of our chocolate.
“From farming to flavour development to our brand identity, every skilled hand that goes into shaping Divine’s ethos deserves to be celebrated and we think that’s reflected in our new look.”
