Flower & White chocolate undergoes key rebranding move

Flower & White Fairtrade chocolate bars and bites with a melting meringue middle developed for the ‘better for you’ market have completed a key image rebrand, writes Neill Barston.

The UK-based business is behind an innovative range of light, low calorie treats to the market is now presented in striking white packaging, with playful, colourful graphics to highlight both the different flavours and the powerful 95 calorie per bar declaration.

In addition, the strapline ‘Live Lightly and Brightly’ has been introduced to drive home Flower & White’s credentials as an accessible, healthier indulgence designed to inspire a sense of contentment, with strong sustainability claims of its commitment to recyclable, plastic free packaging, and the sourcing of exclusively Fairtrade chocolate.

Recognised by The Vegetarian Society, the Telford-based company added that it is presently developing  plans afoot to launch a new vegan bar.

Commenting on the rebrand, Leanne Crowther, Co-Founder of Flower & White (pictured main image), said, “The white packaging enables our brand to stand out within a category which is currently full of colour and of course, also supports the clean, pure and honest ingredients associated with our products. Flower & White offers consumers the opportunity to indulge their sweet tooth and still feel good about themselves; we deliver an unparalleled taste sensation to deliver that sought after sweet hit but with none of the nasty, unnatural ingredients or artificial sweeteners which are present in so many lower calorie options. The satisfyingly chunky bars also represent a sizeable serving (unlike other ‘healthier’ sweet treats where the portion size is often disappointing), so our lovely customers never feel short changed, making a switch to these lighter bars and bites an easy, more acceptable and manageable approach to weight control.”

The Flower & White portfolio comprises five 20g Fairtrade chocolate bars (Hazelnut Praline, Chocolate Crunch, Salted Caramel, Lemon Meringue, Raspberry Crumble), a choice of three Fairtrade Chocolate covered Meringue Bites (Chocolate Crunch, Salted Caramel and Raspberry Crumble) in a 120g boxed format, five Fairtrade Chocolate covered Meringue Bites in a 75g pouch format (Hazelnut Praline, Chocolate Crunch, Salted Caramel, Lemon Meringue, Raspberry Crumble) and three variants of Meringue Kisses (White Chocolate & Raspberry, Chocolate and Rainbow Fruit) presented in a 100g box.

All products are gluten free, contain natural flavours and colours and no additives, with the brand having gained a number of accolades including winning  Great Taste Awards (2016, 2017, 2018 and 2019) and in 2019, won Gold in the lunch! Innovation Challenge.


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