Divine Chocolate adds ‘owned by cocoa farmers’ seal in packaging refresh

By Oliver Nieburg

- Last updated on GMT

Divine aims to boost brand loyalty with packaging redesign. Photo: Divine
Divine aims to boost brand loyalty with packaging redesign. Photo: Divine

Related tags Cocoa farmers Divine chocolate The pack Chocolate

Divine Chocolate has redesigned its packs for the first time in five years to add an embossed seal front of pack indicating cocoa farmers own the company.

The UK premium chocolate maker – 44% owned by Ghanaian cocoa cooperative Kuapa Kokoo - says the seal will drive brand loyalty.

Divine conducted research in the UK and US and found 1 in 10 premium chocolate consumers claimed the seal “Owned by cocoa farmers” would make them more likely to buy Divine.

owned by cocoa farmers logo
Photo: Divine

“Whilst it will have a small impact on purchase decisions, we know that discovering more about farmer-ownership delights consumers and drives brand loyalty,”​ Charlotte Green, marketing director at Divine Chocolate, told ConfectioneryNews.

Kuapa Kokoo, a co-op of 85,000 cocoa farmers receives 44% of Divine’s annual profits. Divine also invests 2% of its gross revenue in producer support and development.

Divine sharing bars with the new design will be in stores in the UK, US and the company’s other international markets by the end of 2017, while the remaining product range will roll out in 2018.

Front of pack: Listing cocoa percentages

The company is also now displaying cocoa percentages centrally on the front of the pack. Previously only Divine’s 70%+ cocoa bars listed the percentage of cocoa.

Divine before and after front
Photo: Divine

“High cocoa flavored bars have been growing fast, as chocolate explorers discover new and exciting ways to enjoy the benefits of higher cocoa, such as richer taste and lower sugar,”​ said Green.

“Divine has decided to communicate that benefit more prominently to empower chocolate lovers, as well as the fact that more Fairtrade cocoa brings more benefits to cocoa farmers,” ​she said.

Back of pack: Non-GMO logo

Divine has also added vegan and non-GMO logos on the back of packs.

Divine before and after back
Photo: Divine

A recent analysis​by market researchers Nielsen said snacks with non-GMO claims have seen a +18.2% boost in each of the past five years.

Design agency Lewis Moberly created the new design for the range, while Andy Simpson from Bluebox Creative rolled out the design on all back and inside packs and new products. 

Divine last updated its packaging in 2012.

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