Divine Chocolate reveals major rebranding driving its sustainability mission
Fairtrade B-Corp certified confectionery group Divine Chocolate has delivered its refreshed branding featuring new packaging, calling on consumers to help end child labour and deforestation linked to the cocoa industry, writes Neill Barston.
Under the tagline “every bar directly improves the lives of farmers,” a modern logo depicts the brand’s iconic handshake to communicate the company’s partnership with farmer-owners, who remain co-owners of the business.
To connect consumers to how purchasing choices can empower others, each wrapper highlights the Divine Difference and Divine’s mission to change the cocoa industry. The brand’s 13 flavours of dark, milk, and white chocolate bars feature shareable pieces, each also imprinted with the roundel, cocoa beans, and the brand’s “one purpose” mission statement, which is determined to tackle exploitation within the sector regarding key human rights and environmental concerns.
“When it comes to chocolate, small choices create big changes,” said Troy Pearley, Executive Vice President and General Manager, North America of Divine Chocolate. “These branding updates better reflect our commitment to the social and economic exploitation that has impacted the cocoa industry. Every chocolate bar that consumers purchase improves the lives of farmers and their families.”
The poverty created by farmer exploitation is a root cause of issues within the cocoa industry, ranging from child labor and gender inequality to deforestation. In collaboration with Kuapa Kokoo, the co-op that co-owns Divine Chocolate, Divine is committed to leading a revolution that propels change along the cocoa supply chain, enabling farmers and their families to flourish.
All of the company’s chocolate is made with Fairtrade sugar and single-origin Fairtrade cocoa beans grown by family farmers in Ghana. Its chocolate bars contain 100% pure cocoa butter, only natural flavors and ingredients, and no palm oil, no soy, and no GMOs. All products are vegetarian, and vegan-suitable options are available. A B-Corporation certified company, packaging of the bars is plastic-free and features recyclable foil and paper.
Available for purchase nationwide as well as online at shop.divinechocolateusa.com, offerings include snack bars, a baking collection, unsweetened cocoa powder, crispy thins, organic, mini- bar flights, milk and dark chocolate advent calendars, chocolate coins, drinking chocolate and holiday editions.