Green & Black’s launches Smooth range to target dark chocolate newcomers

Organic goods market is now worth nearly £2.8bn

Green & Black's Plain 50% Cocoa and Mint

Mondelez is expanding its Green & Black’s premium organic chocolate brand with the launch a new range, Smooth.

The range consists of two varieties at launch, Plain 50% Cocoa and Mint, both available in 90g tablets at an RRP of £2.

It has been developed to deliver a smoother mouthfeel and taste experience to dark chocolate lovers, as well as provide a less bitter introduction to newcomers to dark chocolate.

Alanta Moodley, brand manager for Green & Black’s at Mondelez, said: “We’re excited to be bringing the Green & Black’s Organic Smooth range to the market this month – an innovative creation that’s a new 50% cocoa mass product to the chocolate market.

“Consumers are more interested in organic products than ever before – in fact the organic market is now worth almost £2.8bn – so it’s the right time for a brand like ours to be creating something new for dark aspirant shoppers.  

“What’s more, we found that 29% of chocolate consumers would like to try dark chocolate but many imagine it to be too bitter. The Smooth bars aim to attract these dark chocolate aspirants, providing a perfectly balanced intensity of our finest organic and ethically-sourced sun-dried cocoa beans for a deliciously smooth, less bitter dark chocolate.”

The supplier will support the launch with a marketing campaign spanning in-store, out of home, cinema and digital channels.

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