Divine restructuring in Fairtrade market

By Catherine Boal

- Last updated on GMT

Following the emergence of Fairtrade as a growing niche sector, UK
ethical confectioner the Day Chocolate Company is restructuring and
rejuvenating its Divine brand in order to further consolidate its
position in the market.

The company changed its name to Divine Chocolate at the start of the year in order to more closely align it with the brand and plans to reshuffle the business leaving greater control in the hands of Ghanian shareholding farmers.

Fairtrade was estimated to be worth £230 million by the end of last year, experiencing some 265 per cent growth between 2002 and 2006 alone. What is more, market analyst Mintel predicts Fairtrade will sales crashing through the half a billion pound mark (£547 million) by 2011.

Divine Chocolate's new structure allows the Kuapa Kokoo farmers' co-operative, which harvests the cocoa, a 45 per cent share in the company

According to the company, this year's rejuvenation of the Divine brand will involve marketing it as, 'heavenly chocolate with a heart' and placing the product in vending machines, cafes, offices and leisure centres.

The company said: "The new design aims to better reflect the quality and distinctiveness of the Divine brand at a time when the market trend is towards premiumisation, with consumers experimenting with new flavours and trading up to better quality and higher cocoa content products."

Plans for the brand include a new gold logo and packaging decorated with traditional Adinkra symbols from Ghana - it is hoped the design will push the product as an ethical as well as luxury item.

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