Sustainable sourcing

Divine Chocolate announces major rebrand

By Anthony Myers

- Last updated on GMT

Divine Chocolate's rebrand hist the shelves in September. Pic: Divine Chcolate
Divine Chocolate's rebrand hist the shelves in September. Pic: Divine Chcolate

Related tags Fair trade

Divine Chocolate, the only Fairtrade chocolate company in the world co-owned by cocoa farmers, has announced a total brand re-launch in September.

The B Corp company’s chocolate revolution aims to fight exploitation in the cocoa industry and create a world where cocoa farmers thrive and prosper.

Farmer exploitation is the root cause of many big issues within the cocoa sector, ranging from child labour and gender inequality to deforestation - the status quo simply cannot continue, and this vicious cycle must be stopped, said Divine in a statement.

Through its collaboration with the Kuapa Kokoo cooperative in Ghana, it is committed to drive change into the heart of the cocoa supply chain, fighting exploitation, redistributing wealth and enabling cocoa farmers and their families to succeed and flourish.

Established in 1998, Divine has a unique business model that reflects the belief that producers should earn a share of the profits they help to create and a say in how the company is run.

Kuapa Kokoo  grows the quality cocoa, and it also own a stake in the company.

What is the Divine Difference?

  • Kuapa Kokoo farmers receive a share of the profits they help to create, giving them more to invest in their families, farms and communities.
  • Kuapa Kokoo has a 40% board representation at Divine - thus has a significant influence on the strategic decisions of the business and farmers have a say in their future.
  • Divine invests in producer support and development programmes that are farmer led and developed ensuring that they address the key challenges they face.
  • On top of this farmers get paid a Fairtrade price and a Fairtrade premium for their cocoa.

Today’s consumers consider a company's ethical values before purchasing a product, meaning Divine Chocolate’s unique model is ideally placed to enable the sector to help end exploitation in the cocoa industry.

Ruth Harding, Divine’s Managing Director, said: “The cocoa industry is valued at over $100bn worldwide, yet the average cocoa farmer typically only earns as little as $1 per day. As a purpose led company, we are frustrated at watching the chocolate industry treating cocoa farmers as invisible. We want to lead by example, putting farmers at the heart of the business and helping to create a world in which they thrive and prosper.”

The brand re-launch has been designed to better represent the core values Divine holds, and to reaffirm its credentials as the pioneering ethical brand in confectionery. From new packaging and chocolate mould, to a new logo and bold communication plans - Divine are keen to clearly and boldly communicate the unique work it does.

Driven by consumer research, Divine has given its packaging a bright and fresh new look. According to MetrixLab Research from February 2021, 91% of consumers said the new Divine packaging stood out on the shelf, while 83% of consumers said it drove their purchase intent.

Sophie Loveday-Davies, Divine’s Marketing Director, said: “We recognise that in today’s world people are becoming increasingly conscious about the brands and products they choose, and the impact they have both socially and environmentally. However, we also know that delicious chocolate is hard to resist and so the re-launch was focused on combining the amazing taste and quality of Divine chocolate with a core product truth ‘Every Bar Directly Improves the Lives of Farmers’ - clearly demonstrating that every small choice can drive change.”

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