Vegan brand Crave creates new rice milk chocolate series

Vegan and free-from snack brand, CRAVE, has created a duo of rice milk chocolate that has placed delivering distinctive taste and inventive toppings as key elements of its development, writes Neill Barston.

As the British business states, its core mission is about flavourful food that ‘puts the funk in free from’ and has seen its bar series continually expand in response to growth in the sector.

Its latest series includes Kitchen Sink, a rice milk chocolate bar covered with salted fudge, raisins, honeycomb, cornflakes and biscuit crumbs, while  the company’s Rocky Road bar offering features marshmallows, raisins and biscuit crumbs.

According to the business, the chocolate is made with Cocoa Horizons certified and sustainably sourced cocoa, and is free from gluten, milk, lactose and egg so they can be enjoyed by those with intolerances.

The brand was founded by trained chef and food expert, Robert Brice, who runs a food consultancy, The Cattle Shed, which works with all major UK retailers, specialising in NPD and Technical having previously worked at Sainsbury’s, M&S, and Tesco where he led the launch of Jack’s supermarkets, and was head of development at Co-op, successfully launching vegan brand GRO.

Brice gained insight for an opportunity for growth in the plant-based and free-from categories for creating everyday vegan snacks that taste delicious whether you are vegan or have allergies or not.

Commenting on the new range, he said: “It’s obvious the plant-based movement is here to stay, but I found myself getting frustrated by the limited vegan and free-from products in the market that actually taste normal and can match mainstream options. Rather than take away flavour, we’re all about adding as much as possible, so you’ll find a whole load of toppings on our chocolate bars to appeal to a wide target of consumers who don’t want to compromise on taste.

“CRAVE is focussed on enjoyment and indulgence, so we’re targeting both Gen Z and Gen Y where our chocolate can be shared with all of the family, and the kids of today will hopefully grow up with the brand and be the parents of tomorrow, buying for their family too whether they are vegan or have allergies or not.”

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