Vegan trends

Plant-powered HiP’s Oat Milk Easter Egg hits the spot with vegans

By Anthony Myers

- Last updated on GMT

HiP's new Easter egg, created especially for vegans. Pic: HiP
HiP's new Easter egg, created especially for vegans. Pic: HiP

Related tags vegan Easter egg

New oat milk chocolate brand, HiP (Happiness in Plants), created by Love Cocoa founder James Cadbury, is leading the charge for flexitarians to enjoy Easter with the introduction of a new type of chocolate treat.

HiP’s innovative egg blends sustainably-sourced single origin Colombian cocoa with creamy oat milk, British sea salt and caramel, delivering the ultimate plant powered, dairy free chocolate fix.

And that’s not all, says HiP, the egg also has approximately 35% less sugar than your average high street dairy milk chocolate egg and more cocoa too (41%), for more guilt-free indulgence over the holidays.

Cadbury, the great-great-great grandson of the original Mr John Cadbury, said: “Ditching dairy no longer means missing out on a proper Easter egg – good news for millions of us Brits who are trying to adopt a more flexitarian approach to our diet. We believe our oat milk chocolate is second-to-none, delivering a deliciously creamy hit that tastes just like traditional dairy milk chocolate. The secret recipe has taken over a year to perfect and I’m delighted to be able to bring out an egg version in time for Easter​.”

Consumer demand

The launch 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, studies show that consumer demand continues to grow for plant-based, sustainable brands. Producing oat milk has minimal environmental impact versus traditional dairy milk.

Cadbury told ConfectioneryNews, the chocolate making process for HiP is more complex and involves removing the gluten and dehydrating the oat milk before it’s mixed with the cocoa.

We’ve found that current dairy free chocolate is incomparable to a traditional milk chocolate bar, with bland flavours and even blander packaging but we believe we’ve created a winning combination that both vegans and flexitarians will love​.”

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