#GNatSSE #SSE18 Divine Chocolate’s New Packaging Refresh
Divine Chocolate, the only chocolate company which is fair trade and co-owned by cocoa farmers, has redesigned its packaging for the first time in five years. The refresh is intended to make its bars stand out on shelves and communicate its brand story more effectively.
The redesign includes a new embossed “Owned by Cocoa Farmers” seal on the bars. After extensive brand research, Divine Chocolate found that one in 10 consumers were more likely to buy Divine Chocolate because of its new seal. Troy Pearley, Executive Vice President and General Manager of Divine Chocolate North America says, “At the end of the day, the reason why people buy Divine Chocolate is because it’s seriously good chocolate. Additionally, with our new pack design, we have a strong opportunity to inspire consumers by highlighting the fact that the farmer ownership model is at the heart of our business.”
Other modifications to the front of pack design include changing the adinkra symbols to a uniform color so that customers can more easily navigate the range, switching chocolate bar’s descriptors’ color to white text for improved legibility, and placing cocoa percentages on the front of bars for consumers interested in cocoa content.
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The back of the bars also include new certifications from The Vegan Society and B Corporation as well as new placement of the Non-GMO Project seal. Additional markers include simplified product claims such as no artificial ingredients, all natural, 100 percent pure cocoa butter, and no palm oil or soy. A recent analysis of market researchers at Nielsen have found that products with non-GMO claims have seen a +18.2 percent boost in sales, while products free from artificial colors and flavors have received a +16.2 percent increase in the last five years.
Visit Divine Chocolate at booth #2164 at the Sweets & Snacks Expo 2018. For more information, go to www.divinechocolate.com.
