Fairtrade B Corp Divine Chocolate unveils bold new branding

A key brand revamp for Fairtrade and B Corp brand Divine Chocolate has been unveiled, as it seeks to expand its share of the sustainably and ethical sourced confectionery market, writes Neill Barston.

Notably, as the company confirmed, while its packaging designs have been refreshed, there has been no ‘shrinkflation’ of the size of its premium bars, which are spread across 35g and 90g options. 

As the business noted, its series is devoted to high cocoa content, natural ingredients, without palm oil or soy, and its part of its latest “Made to Matter” campaign, which  This tells the story of the farmers and workers people and places that put skill, spirit, and care into every bite.

Furthermore, as the company, which was set up by the Kuapa Kokoo cocoa co-operative  noted, 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 those farming communities in Ghana front and centre, paying homage to them as co-owners of the brand and communicating the bars’ USPs while meeting modern shoppers’ expectations of premium chocolate.

In addition, as the company concluded, the rebrand offers a chance for retailers looking to grow average basket size and trade shoppers up, with consumer testing showing a marked increase in shelf standout (+317%), taste appeal (+7%), and attractiveness (+10%). 

The new packaging is eco-friendly, FSC certified, and fully recyclable, and the bars are manufactured in a family-run, carbon neutral site to ensure an indulgent, premium product with a positive impact on the world.

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.”