NPD

Love Cocoa founder claims ‘first-to-market’ with UK launch of HiP oat milk chocolate range

By Anthony Myers contact

- Last updated on GMT

HiP's new oat milk chocolate bars. Pic: Hip
HiP's new oat milk chocolate bars. Pic: Hip

Related tags: oat milk, Chocolate

HiP, the brainchild of James Cadbury, founder of ethical, luxury chocolate brand, Love Cocoa, and the great-great-great grandson of Mr John Cadbury, is set to launch on the confectionery market in December as the UK’s first oat milk chocolate range.

The launch of HiP (Happiness in Plants) seeks to tap into the current flexitarian trend, which has seen traditional meat and dairy eaters make a conscious effort to reduce their intake of animal products. Alongside this, consumer demand continues to grow for plant-based, sustainable brands. 

Using an oat-based alternative to milk chocolate, the four-strong line-up will include: Smooth & Creamy, Cookies & Cream, Salted Caramel and Salty Pretzel flavours, RSP £2.50/70g bar. 

We’ve seen a wave of innovative products that mimic the taste and structure of meat and dairy products in recent years. The launch of HiP and our new oat milk chocolate bars will stretch the confectionery category, driving increased excitement and engagement. I believe these innovative, first-to-market products will deliver great-tasting oat milk chocolate to younger consumers who are looking for compelling dairy-free/vegan alternatives​,” said Cadbury.

Taste and looks

Featuring distinctive, contemporary designs targeted at the younger spectrum of the market (consumers aged 20-50 years), the NPD aims to deliver both on taste and looks.

Cadbury said making oat milk chocolate has been a learning curve to guarantee the taste and texture of the new bars.

The problem with current dairy free chocolate on the market is that the taste is incomparable to a traditional milk chocolate bar. Plant-based milk chocolate flavours and packaging are often bland and we think we’ve come up with a winning combination that will be hard to beat​.”

HiP is currently in talks with UK retailers regarding launching in December 2020 in time for Veganuary, with a UAE supermarket and Scandinavian health store retailer already signed up, the company said in a statement.

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